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Is Direct Mail Copy Still Relevant in The Digital Age?

by fated82
11 replies
The Internet, print ads, flyers and in the next few years, mobile advertising. These platforms have taken away a large percentage of advertising but non of them can be compared to direct mailing when it comes to personalization and targeted.

As far as the trends goes, direct mailing seems to be swept under the carpet, forgotten and rarely use. the only form of direct mailing in the digital age is the email marketing.

I was wondering if direct mail copywriting are still relevant today as it was 50 years ago? Will an advertising agency survive if they focus soely on direct mailing ( both physical mailing and emailing)?
#age #copy #digital #direct #mail #relevant
  • Profile picture of the author Andrew Gould
    Originally Posted by fated82 View Post

    As far as the trends goes, direct mailing seems to be swept under the carpet, forgotten and rarely use.
    https://delivermagazine.com/2011/07/...o-new-heights/
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    Andrew Gould

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  • Profile picture of the author Alex Cohen
    Originally Posted by fated82 View Post

    As far as the trends goes, direct mailing seems to be swept under the carpet, forgotten and rarely use.
    Not so, my friend. It is ALIVE and WELL.

    Alex
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  • Profile picture of the author KingOfContentMarketing
    I've been getting better clients from direct mail than any other method. A top-notch sales letter in an envelope with stamps, matched to the right audience, will always be effective.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author fated82
    Maybe it is the difference in culture and the place we lived. I lived in Singapore and here, everything was face pace. Besides the banks and the credit card companies, businesses don't have the culture of using direct mails.

    I may be wrong but the point of this post is to find out if I change my business model from doing all sort of advertising (such as flyers, brochures, print ads) to focusing on purely direct mailing (physical and email) and advertorial, will The business substain?
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    • Profile picture of the author KingOfContentMarketing
      Originally Posted by fated82 View Post

      I may be wrong but the point of this post is to find out if I change my business model from doing all sort of advertising (such as flyers, brochures, print ads) to focusing on purely direct mailing (physical and email) and advertorial, will The business substain?
      Write a letter, send it out, evaluate the results, adjust from there.
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      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by fated82 View Post

      I may be wrong but the point of this post is to find out if I change my business model from doing all sort of advertising (such as flyers, brochures, print ads) to focusing on purely direct mailing (physical and email) and advertorial, will The business substain?
      Ever heard the expression, 'Don't put all your eggs in one basket'. (?)

      This means spreading your risk. It's folly to concentrate solely on one marketing tactic. You need to spread your risk if you want your business to be sustainable.

      Therefore try doing a mixture of direct mail, email marketing, flyers, brochures, print ads, and any other methods you've employed with any measure of success in the past.

      Don't forget one important aspect though about direct mail and Bruce Wedding is spot on...

      Personalization.

      Not only addressing directly the person you want to reach in the body of your direct mail piece but handwriting each envelope out so every recipient instantly puts your envelope in the 'A' list to be opened instantly.

      In an age where almost everything has gone digital, personalization, that is, addressing someone directly, reaching out to them as you would an old friend can move mountains when it comes to dissipating a potential purchasers objection/s.

      The more you can do to melt their objections and turn negatives into a reason to not only trust you but buy from you (to take your direct call to action) the better.

      Smoking hot,


      Mark Andrews
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      • Profile picture of the author RyanLester
        Originally Posted by Mark Andrews View Post

        Ever heard the expression, 'Don't put all your eggs in one basket'. (?)

        Mark Andrews
        Warren Buffett said,

        "Put all your eggs in very few baskets and then watch the those baskets".

        "Over-diversification is only necessary if you dont know what you are doing"
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        • Profile picture of the author Rezbi
          Originally Posted by RyanLester View Post

          Warren Buffett said,

          "Put all your eggs in very few baskets and then watch the those baskets".

          "Over-diversification is only necessary if you dont know what you are doing"
          Warren buffet
          Is a muppet

          Sorry if that doesn't sound right to some. I just know a little too much about the guy.

          Pure con-man.
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  • Profile picture of the author Bruce Wedding
    I'm doing a very personalized, hand-addressed DM package for my reputation marketing business which is generating a phone call for every 8 letters mailed. Try to get those kind of "open rates" with an email, banner or whatever the F you want to try.
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  • Profile picture of the author johnrone
    If I may add, why not use both direct mailing and online marketing...
    By combining these means of reaching out to your customers or prospects, then, the greater the chances there will be for you to achieve your goals.
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    ==> FREE eBOOK <== Want to FIRE your Boss? Avoid THESE mistakes in your business
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  • Profile picture of the author Patho
    Email Marketing is still one of the most valuable assets you can have in your online business. Copywriting is a skill that needs to be mastered and applied to every communication channel. Especially with direct mailing and i TRULY believe that.
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