Much like Social Media, Direct Mail is here to stay…

In this very space, just a little over a week ago, I wrote that Social Media is not a fad, that it’s here to stay. Well, the same can be said about Direct Mail.

While it may not be as sexy to talk about these Social Media days we’re living in, what with Tweets and texts and Facebook and FourSquare and Ning and on and on – there will always be a need for Direct Mail. ALWAYS. So, I hate to break the bad news to all those prognosticators who’ve predicting the demise of Direct Mail for years but, to paraphrase Mr. Twain…

“The reports of Direct Mail’s death have been greatly exaggerated!”

Based on the following, I would say Direct Mail is alive and kicking thank you very much…

• 61% of consumers prefer direct mail over other types of direct marketing
• 85% – say they open, sort, process and read selected pieces from their mail everyday. 15% let it accumulate unopened for 2 or more days
• 55% report ‘greater enjoyment’ from reading their regular mail vs. e-mail
• 75% of consumers say they are examining their mail more closely in recent months for coupons and special offers that save them money
• 40% of consumers say that they have tried a new business after receiving direct mail from that business
• 70% report renewing a relationship with a business they previously ceased patronizing, as a result of receiving direct mail from the business inviting them back

Plays Well With Others…
So, it would appear Direct Mail doesn’t need to go on life support and we don’t need to hold a telethon on its behalf. However, as effective as Direct Mail can be, it needs to work in unison and harmony with other advertising mediums.

When used properly, Direct Mail plays very well with the other kids in the advertising and marketing sandbox – like TV, Radio, Print, and even its 3rd cousin on its mother’s side – email. A cohesive, well planned and well executed campaign can and should still utilize Direct Mail.

Ok, so that’s all cleared up… but… you’re thinking to yourself ‘I have a business but does it really pay to advertise during a recession?’

A valid question for sure that deserves a valid answer…

According to Ad-Ology … “more than 48% of U.S. adults believe that a lack of advertising during a recession indicates the business must be struggling. So the perception then becomes that if you do not advertise, people will think you are struggling and therefore not be to provide the quality product, service, ware, etc that you’ve delivered in the past.”

Next steps…
You need to advertise. You need stay in your collective customers and potential customers psyche.

You need… Stream Companies, an award-winning advertising agency located right outside Philadelphia, Pennsylvania. Give us a call at (888) 449-7443 or email us.

We can and will create a multi-pronged advertising campaign that will utilize all available and applicable mediums based on your specific needs.

*Sources: InfoTrends Direct Marketing Study & The Print Council and DM-News/Piney Bowes Direct Mail Survey