With the growth of social media and online marketing, many marketers have turned away from direct mail campaigns, arguing that traditional mailings are difficult to track and are no longer an effective way to market to prospects.  My agency friends have shared that clients are wanting true metrics, meaning,  if they can easily A/B test and provide real metrics on campaigns, the client isn’t afraid to spend the marketing budget.

Direct mail campaigns now are vastly different from the days of huge mailings that were sent to every known address in a zip code.  Advances in the printing industry along with new technologies, have streamlined the direct mail process, making it easy to present each targeted recipient with a unique and highly relevant message.

Innovative digital technologies now make it possible to pinpoint specific prospects based on demographics, launch direct mail touches based on event triggers, and capture real-time response metrics in order to determine immediate ROI. Unique codes, mobile technology and new quick response codes have changed the way direct mail is being used.

Check out our latest video, Smart Direct Marketing, that demonstrates how technology and direct mail can be combined to provide marketers with near instant campaign ROI — putting agencies in a great position to track campaigns and gain  more access to client marketing dollars.