The Tried and True of Mail in a Digital Age

Bob Schimek
Posted by Bob Schimek Senior Director of Postal Affairs Friday, August 31, 2012 - 11:11

Schimek applies his 26-plus years of mailing industry experience to provide product management and strategic direction for Quadient’s mailing business, formerly known as Satori Software. As Senior Director of Postal Affairs for Quadient, Bob Schimek serves as primary liaison between Quadient and USPS on technical matters affecting the company’s mailing solutions, which include CASS and PAVE certified software, integrated 48-month NCOALink processing and post-sort solutions. 

Customer Experience Update
The Tried and True of Mail in a Digital Age

Constantly checking Twitter, Facebook updates or your inbox? Making connections through LinkedIn? Me too. And savvy marketers have jumped on the bandwagon to spread their messages. Reaching a huge range of potential customers costs very little in terms of time and money. So why would marketers choose direct mail, you ask?

  • Mail is tangible. Consumers can feel overwhelmed by the multitude of communications they receive from the various digital channels out there. Cut through the noise. People pay more attention to things they can hold on to. Take advantage of that.
  • Mail integrates well. Use it to get the best of both worlds when marketing to your customers. For example, capture your customer’s attention by sending out a mail piece with a QR code. You get them physically handling the mail and, hopefully, interested enough to visit your well-thought-out landing page. The longer you hold their attention, the better chance you will have at making a sale.
  • People like opening mail. Some people might complain about unsolicited offers, but getting traditional mail hasn’t lost its charm. Customers experience a longer lasting impression when they physically handle a mail piece.
  • Mail volumes are down. With more marketers turning to email, mobile apps, social media sites and other electronic channels, direct mailers gain a window of opportunity to stand out from all the digital traffic.
  • Mail builds loyalty. The value of getting a mail piece resonates with recipients, helping cultivate brand loyalty. Make the effort and show them you care.
  • Mail is more sophisticated now. Enhancements, like QR codes, encourage immediate interaction. It’s no longer a long distance correspondence with direct mail.
  • Mail helps you target. Sending a mail piece costs money. Why waste your dollars spending it on people who don’t care? Sending mail to a more receptive audience results in a better return on investment AND reduces the possibility of aggravating uninterested people. People who can easily share their frustration with an ever expanding online audience.
  • Mail delivers results. A survey conducted in 2010 by Durham+Company showed that direct mail is twice as effective as email for soliciting donations online. Those are pretty good odds. Anyone can send an email, but not everyone will send a mail piece.
  • Everyone has a mailbox. Remember that. New social media platforms seem to come out of the woodwork every day. Trying to keep up with the new favorite can result in spreading your resources too thin. Send a mail piece instead and get your message in their mailbox.

There you have it. Direct mail still holds a special place in a consumer’s heart. Sure, people use digital platforms for everything these days, but don’t forget about the value that direct mail creates. Visit our website to learn more about direct marketing and tools you can use to improve your mailing operation.