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Get your direct marketing campaigns right with address management

Rachel Wheeler Archive

This could be the year of brand advertising, according to a recently released Nielsen report produced in collaboration with Vizu. The study found that 63 percent of surveyed marketers said that they expect to increase spending on brand advertising online, while 51 percent anticipate paying more for direct response campaigns. 

Emails have become the sweetheart of marketing teams, given their relatively low costs and real-time reach. However, digital messages do not necessarily usurp direct mail for many consumers. There are still customers who enjoy flipping through envelopes in their mailboxes and sifting through paper promotional offers. 

This is particularly still true of Baby Boomers, according to Direct Marketing News. It's a mistake to let these messages fall to the wayside or develop a 'stale' flavor. As Anna Son, analyst at IBISWorld, explains it - these individuals do not want to be reminded that they are aging or be made to feel old. Marketing teams that can give their direct marketing messages a fresh feel might experience more success than counterparts that instead choose to solely pump funds into their digital campaigns. 

Sensitivity is of the utmost importance when sending direct marketing materials, particularly in today's era, which is increasingly defined by personalization. The nuclear family - a mother, father and two children - may not be extinct, but it's no longer the only configuration that companies must cater to, according to the source in a separate article. A "modern family" can take on myriad formations, including single parents and those who are supporting both their children and aging parents, to same-sex couples in which there may not two heads of the household who use Mr. and Mrs. prefixes.

Marketing companies that do not take these titles into consideration and check their contact lists with address management programs run the risk of making a mistake that could completely sour their brand reputations.