Wednesday, September 16, 2015

Why Digital Marketers Should Embrace 'Snail Mail'

As a champion of direct mail, it's great to find support from the digital marketing world where "snail mail" is sometimes dismissed as a "remnant of the past." So I'm happy to pass along this recent article from ClickZ arguing the core value of postal mail to digital marketing fans. In "Seven Reasons to Make Direct Mail Part of Your Digital Marketing Plan," Kevin Lee, a search engine marketing expert, highlights seven reasons to embrace physical mailings: Direct mail can garner true e-mail opt-ins via devices such as PURLs and QR codes; direct mail has a better chance to win notice and response as mail volume declines and digital inboxes crowd; direct mail has gained price advantages for digital marketers with U.S. Postal Service discount programs for use of mobile and emerging print-to-digital technologies; direct mail wins younger response, too, based on research showing millennials and younger age groups respond well to physical mailers; postal mail can be highly localized via the USPS "Every Door Direct Mail" local market saturation; unlike e-mail subject lines, a physical envelope has certain delivery of personalized creative; and, finally, postal mailing lists can be appended to digital contact points for an orchestrated multi-channel response strategy. And, of course, direct mail doesn't have to worry about viewability or bots. Read more at

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