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But they don’t just simply send messages to all of the people they have contact details to or select random groups of people.
They choose a specific demographic as their target audience for their product such as teenagers or working moms, for example.However, as technology offers more platforms for companies to reach their audience, some media like direct mail are rendered less relevant or effective since consumers are bombarded with promotions from different companies.
When the idea of direct mail is brought up, people’s reactions are usually along the lines of “Nobody reads that anymore.” In short, people believe that direct mail has lost its relevance.But companies still continue to invest in this form of marketing even with the other forms that are available to them and they are using, and anyone who has a mailbox surely has received newsletters or custom brochures from different companies.
Certainly, this must mean direct mail is not as irrelevant as we think.Where is Direct Mail today?While a lot of people scoff at the idea of direct mail as a primary tool for companies to reach consumers, its continuing usage (and success) is strongly supported by statistical evidence.
This means that companies are not just merely sticking to their old-fashioned ways, they are actually utilizing a method that has proven to be successful over time.According to the Statistical Fact Book released by the Direct Marketing Association in 2015, organizations in the United States of America spent $46 billion on direct mail in 2014.
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