Why Direct Mail is the Original Form of Content Marketing

  • canstockphoto15035261Experts from all the most prominent online and offline marketing think tanks are recommending that business owners include online content marketing as part of their marketing campaigns. However, many business owners, especially local ones, have forgotten that direct mail campaigns offer the same benefits that online content marketing campaigns do — often for much larger groups of their potential customers.

    Interruption Marketing

    We are all familiar with interruption or interrupt marketing. Interrupt marketing forces you to pay attention to whatever product or service the business owner is promoting by interrupting what you’re doing.

    • It interrupts your attention during a TV show,
    • Interrupts your dinner with a phone call,
    • Snags your attention while you’re reading an article with distracting text or images, or
    • Snags your attention by forcing you to deal with an annoying pop-up or completely read another webpage when you accidentally click an unwanted link.

    Though interruption marketing is sometimes effective, many marketers and business owners find that content marketing converts more long-term customers and builds long-term relationships.

    According to Seth Godin of Yoyodyne Entertainment, (a permission-based marketing company that markets through games and other forms of online entertainment),

    “The interruption model is extremely effective when there’s not an overflow of interruptions, but there’s too much going on in our lives for us to enjoy being interrupted anymore.”

    Content Marketing

    Though many people feel that content marketing simply consists of social media, search engine optimization, and article promoting; direct mail advertisements were the first form of content marketing.

    Why?

    • Direct mail markets to customers on their terms, therefore if the message is well-written, (uses effective sales copywriting), well-received, (delivered to a targeted customer base), and well-presented, (with an attractive, modern, clear, stylish design); it’s more likely that a customer will read it;
    • Direct mail is permission-based in that the customer reads it whenever he wants;
    • It improves a customer’s quality of life by giving him the info he needs to make an informed buying decision;
    • It utilizes effective marketing strategy, by attempting to sell to extremely targeted lists — based on customer interests, buying habits and specific permissions, (even before big data); and
    • It is acceptable and often respected by almost all customer groups. (Though the millennials are different, all other generations still respond to direct mail). Elderly people especially, still respond to it, and there are still people who don’t care to use computers and smartphones for anything other than communicating with friends and family members. Some people also inherently distrust online marketing.

    According to the CMO Council:

    “Direct mail — yes junk mail via snail mail — still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads, and 0.22% for paid search. May 2013 26”

    Contact us to get a gorgeous and effective direct mail marketing program going today! Let us walk you through the simple process!

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