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Direct mail 'gives a lasting impression'
Jan 18 2012, 22:10 PM
A direct mail campaign will always be effective as it leaves customers with something physical which they can look at later rather than an email or text message they can simply delete, according to one expert.
Tom Emmerson, of Premier Advantage Marketing, told Direct Marketing News that direct mail provides a much deeper emotional process than other marketing forms.
“Direct Mail is physical and tangible to the brain,” said Mr Emmerson.
“It gives businesses something beyond the marketing clutter that can bombard a prospect with a lasting impression not available with email.”
He added that because of the way people read direct mail it seems more 'real' than other marketing communications.
Earlier this week study by Epsilon highlighted that people like receiving direct mail messages as they feel they are bombarded by too many emails.
However, marketers need to be careful to employ good data management and carefully target their messages rather than just sending out hundreds of messages which will be ignored.
Posted by Philip Glass
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