Statement Printing

There has been a lot of discussion regarding the future of direct mail in recently as a result of a study by Borrell Associates that predicted a 39% decline for direct mail over the next 5 years. If that does in fact happen, direct mail will fall from its No. 1 place for ad revenue to No. 4, behind internet, broadcast TV, and newspapers. This prediction comes from the shift of marketing dollars to online activities. This shift does not only impact direct mail, but it also impacts TV advertising, radio, outdoor media, sponsorships, trade shows, and conferences.

This study leads to one question: does direct mail really have 5 years to live? There are some strong competitive forces to battle, namely e-mail marketing, but e-mail marketing has its drawbacks too. Many people “file away” items that are come into their Inbox or delete them without looking at the content. There are so many marketing channels now that customers are constantly filtering out information that doesn’t grab their attention immediately. It seems like the best option is a marketing program that combines media that allow you to personalize and integrate marketing so that it grabs and holds your customers’ attention. Direct mail, in fact, is a great way to reach customers.

What would a successful direct mail campaign look like? The piece would be high quality and designed to capture its audience’s attention and influence them to complete a call to action. The piece could also include an invitation to sign up online (for future e-mail campaigns) to receive additional offers. This type of piece serves two purposes- get the customer to take action now and get them to take action later by registering online.
So, while direct mail might need to go in a different direction than it has in the past, it is still a useful and trackable medium for marketers.

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