Three ways to get the most from direct mail

Admittedly, direct mail doesn’t rank as highly in most marketing campaigns as it did twenty years ago. However, direct marketing also has not gone the way of the dinosaur. If anything, the rise of email and digital communication has helped direct mail carve its own specialized niche (once marketers understand how it can be tied to directing consumers back to a website).

In order to get the most bang for the buck from your next campaign, consider the following best practices:

Tightly identify your audience

Blanket mail campaigns are typically a waste of time. In order to drive traffic (and marketing ROI) the direct mail component of any campaign must focus on specific target markets. There are a number of ways you can break this down (geographically, gender, household income, kids/no kids, etc.). Whichever route you go, ensure your campaigns are tightly targeted.


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