With so much advancement in technology used by consumers, sometimes you wonder if it is still worth it to implement conventional marketing campaigns. Take direct mail, for instance. A lot of companies are spending less on direct mail and more on online marketing efforts. That is understandable because it is true that more and more consumers are spending time online shopping and taking care of their daily business. But does direct marketing still have a place in 2014?



The answer is, it depends. It depends on the behavior of your target market. If the demographic of your target has an average age of 40 years old or younger, then direct marketing may not be as effective because that age range tend to use for devices. However, if your target is older, perhaps 45 years old or more, then direct marketing may actually be more effective. There are a lot more older consumers right now, and they are staying around for a while.

Spend some time compiling a custom mailing list of potential customers who fit your market segment. These customers will want to know about your company and may be easily converted to paying customers. Give them an incentive to try your product. On your materials include something special, like a free gift or coupon. This will entice the customer to make a purchase.

For direct mail to be effective, it must be targeted and personal. It cannot look like junk mail that clutters one's mailbox at home. Even junk mail can have the recipient's name on it. But direct mail that is personal has content or images that are directly relevant to the consumer. A direct mail letter must address issues that are personal to the customer. Because you will still incur postage expense, your target for direct mail must be very focused so you would only send out your letters to the most relevant group.

Direct mail campaigns are an effective solution to the advertising challenges of 2014. They have a definite role to play in the growth of your business. Plan your campaign with care and watch your profits grow.