Partly because of its reliability and partly because of its efficiency, direct mail remains one of the most important components of any modern marketing campaign.
But as online and digital platforms rapidly become the go-to promotional option of small businesses, it is important for professionals to understand the value of this more traditional channel.
Of course, the most obvious appeal of direct mail is the degree of precision with which marketers are able to target their demographics. Whereas other mediums such as radio advertising, search engine optimization and even social media tend to rely on a blanket message that merely hopes for a response, direct mail is able to isolate prospects and communicate with them directly.
For most marketing professionals, return on investment is one of the primary indicators of a campaign's value and effectiveness – a condition that has complicated many businesses' embrace of social media, where ROI is difficult to evaluate.
"If you're a small business owner you can't afford to waste a single penny on wasteful marketing," writes David Frey for BusinessKnowHow.com. "With direct mail marketing you can code your mail pieces to determine the exact number of responses you received from each campaign."