conversation is key

Quality over quantity with direct mail marketing

The rapid rise of email marketing and social networks has had a paradoxical effect on the entire field of marketing and customer relations. On the one hand, it has made it easier than ever for companies to reach and engage their customers. A few simple clicks can send promotional materials and special offers to thousands of consumers in a matter of seconds. On the other hand, many businesses have begun using these “blast promotions” as a way of reaching customers without actually saying anything or providing any value to their targets. It has become so easy to reach a huge swath of customers that many companies have shifted their promotional priorities from quality to quantity – sending cookie-cutter emails to thousands of clients at once.

At first, this strategy appeared relatively effective – even a tiny conversion rate at such a large scale seemed worth it – but now the tides appear to be turning.

Bringing back quality

As online marketing has matured, it has become clear that many of the precepts that guided traditional marketing for all these years are as important as ever. Chief among these is the centrality of personalization. For centuries, consumers have responded better to targeted, personalized marketing, and even in the digital age this remains true. According to Thomson Local, companies that send a variety of promotional materials that take into account the interests and histories of their intended targets have a better chance of increasing retention and loyalty.

Thinking about marketing initiatives more as conversations and less as opportunities to trumpet about a particular promotion makes it easier for companies increase conversions and open rates.

“If you really want to start a conversation with me, don’t just repeat yourself ad nauseam. Change the messages based on my responses,” said Ginger Conlon, editor-in-chief of Direct Marketing News, according to the news source.

To do this well, it is important to use technology like variable data printing software that allows you to print personalized marketing materials that provide value and a unique experience for each recipient.


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