Direct mail still has “high value” when it comes to customer communications, it has been claimed.
Debroah Simpson, president of Multi-Craft, noted that customers that interact with business over multiple mediums tend to be more loyal, purchase more and are more profitable compared to those that interact over a single channel.
As such, she explained that it is important for organizations to ensure that they conduct relevant customer communications over a series of mediums, including email and direct mail.
However, writing in an article for DM News, the expert said that some marketing channels carry more weight than others.
“Direct mail … is still looked upon as having value and it is the only media still delivered by hand,” she wrote.
“Most recipients are accepting of targeted, opt-in emails and although the construction of opt-in lists takes longer, marketers are rewarded by obtaining a higher yield of strong leads.”
Meanwhile, a recent article that appeared on the Fresh Business Thinking website urged marketers to blend email marketing and social media for the best results.
Posted by Paul Newman