How Direct Mail Differentiates in the Digital Landscape
This week Joel and Akash discuss the advantages direct mail has over digital marketing and the components that make up a successful campaign.
4 minute read
Video Transcript:
0:00:00 – 0:00:20
JOEL: Hey Akash, you know, I get this all the time. When I’m at shows, when I’m at meetings that everybody wants to know about. They say “Direct mail? Do people still do direct mail?” I love it. I tell them, “Direct mail?” I said, “It’s never gone away.” You know?
0:00:21 – 0:00:35
But in this day and age, with everything post-COVID that’s changed and everything. You know, I know that you’ve – we’ve had this conversation before where the clients come to you and they say, you know, “Direct mail, why should I do direct mail as opposed to digital marketing?”
0:00:36 – 0:01:00
When we used to do some digital marketing and we still dabble here and there with the email campaigns and stuff. But why we’re primarily direct mail. What do you say to them when they say to you, “Why are you doing direct mail when 90% of the marketers do, or they’re all doing digital?” They’re doing, you know, Facebook, you know, Google ads, search everything. What? Why?
0:01:01 – 0:01:20
AKASH: So that’s a great question. And I’m laughing because I’ve heard a variety of this. Every single time I go to an event, every single time I pick up the phone. First off, part of the reason you’re getting that question, I’m getting that question a lot more. A lot of the people who are getting into positions of power, they grew up with digital marketing.
0:01:21 – 0:01:41
So that’s basically what they know, what they’re comfortable with. And now, in the digital space, I’m sure, as you all have seen, it’s very saturated. On social media, algorithm changes on a dime. They move very quickly. Google ads, page search. It’s so hard to make sure you rank at the top.
0:1:42 – 0:02:07
SEOs, it evolves so often. Emails, you got to evade the firewalls, the spam filters, the proportion tab, and that’s just the surface level of it. I’m not even going into details of what challenges you have to face over there. The best part about direct mail is that, first off, there is no algorithm. There is no firewall.
0:02:07 – 0:02:33
All there is – is a mailbox and an address. Every single person un the U.S. is required to have an address. So every single person has a mailbox. It’s the easiest way to get something right in front of – right in front of their eyes. And the best part about it is that it gets to that person. And we have a very strong track record of delivery rates to make sure it gets to the right place at the right time.
0:02:34 – 0:02:55
JOEL: You reminded me of something else there, because it’s not just a matter of our data, right? And the target marketing, but it’s also we have a great team, you know, in the creative right? Of what the piece looks like, get it in front of their face. But they have to – they have to be attracted to it and like what they’re seeing. Right? To respond to it.
AKASH: Exactly.
0:02:56 – 0:03:30
JOEL: So we have that covered also.
AKASH: Yeah, absolutely. So to Joel’s point, we have a full service team for direct mail. so we help out across the board from the very start, explaining the entire process, explaining what key data metrics we have, what we expect to see in terms of the end results. We have a creative team ready to work with you if you don’t have a design ready to go. We have our analytics team ready to go to make sure you have the full transparency in what otherwise is a pretty mysterious space, if you will.
0:03:31 – 0:03:49
And then last but not least, we’ll make sure that you get all the results. And before we move forward to the next step, we want to make sure that not only do you understand what happened, but you see the results. You wanted to get out of it as well. Because at the end of the day, if you’re not happy, it’s not successful.
0:03:50 – 0:03:54
JOEL: For you want to learn more, go to dksmo.com
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