Is Direct Mail Dead?

Much is being written nowadays about the death of direct mail.  What people are saying is that the internet is making direct mail obsolete.   Yeah, the internet is making direct mail obsolete just like it’s making television, radio, and telephones obsolete.  This is just like saying our economy is dead and no one is buying or selling goods.

When television was invented, people predicted the demise of the movie industry.  We all know that hasn’t happened.  In fact, movies are one of television’s biggest advertisers.  The TV and movie industries are working together.  And that’s what’s already happening with the internet and direct mail.  Internet leads will not win out over direct mail, when direct mail has such a sucess rate with targetability.

There are alot of promotional mediums out there that you can choose from today.  Space advertising in magazines or newspapers.  Billboard ads on the side of the interstate.  TV or radio commericals.  The newest form Email blasts across the world wide web.  All of these mediums lack one fundamental thing, targetability.  Direct mail allows you to pin point the exact group or individual that you want to talk to.  With today’s technology we can even personalize your message so that it directly talks to that individual on a one to one basis. Direct mail also offers you the piece of mind that your message actually reached it’s target recipient. 

Direct mail offers something none of the other main stream mediums can deliver, “perceived value”.  What does that mean?  It means that you will be placing a tangible object in your recipients’ hands that he or she can hold, feel, fondle, and even smell if you’d like.   Unlike those endless emails that you delete every morning from your junk box, your message is enclosed in a promotional vehicle that if designed correctly will compel your recipient to place it on their counter or in their car, rather than throw it in their trash.