Direct mailing: the original web 2.0
Author: Bill Laforme
October 13, 2009

Despite the large amount of press given to social media and other web 2.0 marketing strategies, 97 percent of businesses are not convinced, said a recent survey from Emailvision.

The survey found that just 3 percent of marketers are using blogging and microblogging (such as Twitter) in their marketing campaigns.

With so many marketers avoiding these web 2.0 strategies, most may be turning to traditional marketing strategies such as direct mailing, likely due to their proven and trusted effectiveness and return on investment.

Yet businesses that are reluctant to embrace the blogging trend do not necessarily have to sacrifice the strategy's founding philosophy - engaged communication.

Blogging and Twitter-like marketing strategies are simply leveraging one of the most basic aspects of successful marketing campaigns, which is that a business needs to be attentive to its customers (both existing and potential), by constantly monitoring their needs, their experiences and their feedback, and giving them opportunities to communicate back.

Doing so does not necessarily require social media pages, as print marketing campaigns such as flyer surveys and other analytic tools can give businesses important insights into their customer experience.

Another founding concept behind Twitter and other social media websites is the ability to engage with the company's client base in a dynamic way.

Again, this concept does not necessarily require a Twitter account. Direct mailing strategies such as postcards and even greeting cards let existing and prospective customers know that the company has them in mind, especially if the postcard includes contact information - or even free return mailing options - through which they can provide feedback.

Sending thank you cards to a client after purchase is another effective way to build the relationship. Capturing the spirit of sustained communication with consumers, this strategy boosts brand exposure and favorability. The more often someone is exposed to the company name and logo - especially when associated with positive sentiments such as the company's continued interest in the client's experience and business - the more likely the person is to be a repeat customer.

Finally, the more personal nature of the internet - blog posts all have authors, often with photos attached, while companies and executives have profile pages - can also be replicated with direct mailing services, which are often relegated to being anonymous.

Including business cards in mailing services - alongside flyers, postcards, brochures and even shipped products themselves - adds a personal element to the communication which the customer will likely appreciate.