While you will not find Willie Loman here, you will find the good news that direct mail is not dead. It can be one of your most efficient channels, especially when combined with email marketing and data analytics. Email advertising is being destroyed by email filters, mass unsubscribe tools and multiple personal email addresses. More than 8 out of 10 financial services industry emails are never even seen, let alone opened or clicked on. Email marketing can be made more effective by using direct mail and combining email and direct mail can result in 40% conversion rates.
Direct marketing is no longer about "spray and pray." Data analytics allows you to gain powerful insights about customers. Combining internal data with third-party data can give you a window into what happened, why it happened, and what will happen next. Direct mail is more effective than you might think, and data analysis can help you make your communications more efficient and desired by the consumer or small business across all channels.