It is constantly predicted that direct mail is heading towards extinction due to being viewed as an archaic method. But that’s not the whole story. As old-school as direct mail may seem, it still has a future in product fulfillment.
The Good News
Many direct marketing companies based in Miami have reported that while business-to-business (B2B) has been dominated by e-marketing, direct mail marketing has controlled business-to-consumer (B2C) marketing. This implies that people still respond well to direct mail.
There also seems to be a revival of companies using direct mail because they have the people that actually know how to use it. That’s because e- and m-marketing have become the preference, but are still being learned, while those skilled in direct mail marketing have already had the time to master it.
While direct mail may have a future, there’s no guarantee it’s going to work for your company. If you’re going to engage in direct mail, keep in mind these things that you’ll require.
1. The Right Staff
As mentioned before, you have to have staff on-hand that know about direct mail, people with training and experience in how to create and execute a direct mail campaign. Whether it’s how to write proper copy and calls-to-action or knowledge about design formats or how to test to see which pieces get the most response, you need to employ the right people.
2. Modern Designs
Graphic design has changed a lot over the last decade, such as the introduction of 3D graphics. If you’re going to incorporate direct mail, it’s necessary to use your design tactics effectively if your direct mail is going to have any visual appeal.
3. Full Integration
No matter how enthusiastically you approach your direct mail work, it’s not likely going to be enough to fully market your fulfillment company; you’re also going to need to be knowledgeable about online and mobile marketing, as they’re too prevalent to ignore. By integrating these marketing forms, both physically and electronically, you can better engage your clients.
4. Bar Codes and NFC
Combining direct and digital marketing together may sound impossible, but consider how some businesses are placing discount bar codes on direct mail pieces that can be redeemed at physical locations or on the company web site. You can also use near field communication (NFC) technology to transfer promotions and information via smartphones and tablets. These are just two examples of how to combine two disparate marketing services.
Creativity is an absolute necessity for any medium or it risks dying off. It’s up to you to research your field and apply the necessary marketing techniques to design creative, relevant direct mail. It can take the form of new graphics, messages regarding current promotions, or even coupons.
Need solutions to your product fulfillment problems? APS Fulfillment, Inc. has the knowledge and services to make your direct mail and product fulfillment ventures more successful. Contact APS Fulfillment, Inc. by e-mail at [email protected], visit their web site at www.apsfulfillment.com, or phone at (954) 582-7450.