As a child and young adult, the idea of getting mail was

As a child and young adult, the idea of getting mail was an exhilarating experience. I would love seeing the different kinds of stamps, funky envelopes, and flipping through the colorful advertisements for local grocery stores. Direct mail marketing is thought to be a thing of the past by many, with the majority of advertisers focusing on social and video media in recent years. The article that I chose to cover this week speaks to the increase of user interaction, specifically the 75% of households “at least scan[ning] direct mail advertisements, per the U.S. Postal Service (Richardson, 2018). Direct marketing enables its buyers to feel more connected to the business they are purchasing from. By feeling more connected to an organization, consumers may feel more compelled to return or increase visibility and circulation of the product.
Overall, the article’s highlight and coverage of this particular topic in a time where access to tangible marketing has ceased is intriguing. For those who are starting a small business or work for a large one, it can be helpful to understand which advertising form is most successful, and why. For direct mail advertising, organizations can look for a mutual benefit, by profiting off of customers through different modes such as coupons or vouchers. Per a study done by the article referenced, stated that Gen X-aged participants reported that 68% utilized coupons received in the mail (Richardson, 2018). While these connections are not sustainable alone, they interest and pull customers into researching or visiting an establishment further.
In my own role, direct mail advertising is unusable—with both clients and partners located across the globe. When I worked in social work and case management, direct mail advertising was heavily used in public health efforts, as both geriatric and family medicine populations paid more attention to tangible marketing endeavors. Knowing this, I was still surprised to find that direct mail marketing is only increasing, according to our textbook with it contributing to increase salesforce productivity, and honest, mutual-benefit relationships between consumers and organizations (Kotler & Keller, 2016). These long-lasting connections are important for businesses to accrue, especially as direct mail marketing makes up only one of several forms of reaching an audience.
Does your role deal with or interact with consumers/partners through direct mail marketing?
Do you believe direct mail marketing will not exist one day?
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson.
Richardson, S. (2018). Direct Mail Marketing Is Far From Dead. Credit Union Times, 29(36), 1–4.