Direct mail has several advantages over newer forms of marketing
By: Mark HaslanJune 18th, 2010
With the internet easily accessible to more than 200 million Americans, marketing trends are increasingly shifting to digital. However, even in today’s web-dependent world, direct mail still plays an integral role in reaching new audiences.
This contrast can most clearly be seen in the political realm. While President Barack Obama used social media platforms, like YouTube and Facebook, to connect with many Americans, countless other politicians utilize direct mail to appeal to potential voters.
This is the case with many of this year’s gubernatorial campaigns for candidates in Minnesota. Members of both Democratic Farmers Labor and Independence parties are launching direct mail campaigns leading up to the August 10th primaries, reports Politics in Minnesota.
"If you’re looking at the different mediums to talk to voters, by far the most effective is direct voter contact, door to door and on the phones. Direct mail fits into that as well, because it’s a very targeted message to specific voters," Jaime Tincher, campaign manager for DFL’s Margaret Kelliher.
Targeting largely factors into why direct mail is so popular among many candidates. Direct mail allows campaigners to target certain demographics with relevant messages, maximizing the impact a message can have among distinct groups.
In addition to that, direct mail can also target specific voters, creating personal connections that broadcast marketing often can’t generate. With direct mail, campaigners can reduce the amount of marketing dollars spent on people that are likely not to vote and more efficiently target those who will.
Because it’s such a direct platform, many candidates also use mail for fundraising initiatives. With the exception of holding an event with the candidate in attendance, direct mail is the best way of finding people that agree with a position that would make a contribution, says Tincher.
Expense is another large part of why direct mail is so popular among politicians. Direct mail is a fraction of the price of television campaigns. While a TV message could cost hundreds of thousands of dollars, direct mail initiatives are often no more than a few thousand dollars.
So what can a savvy small business owner take away from these politicians? There are certain advantages that physical envelopes and brochures have over intangible digital messages. Direct mail can often be used to create personal relationships and cement a brand’s reputation among consumers. Additionally, targeting different segments of potential customers with specific messages is also an advantage that direct mail has over other channels, like TV.
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