In a digital world, it’s not easy to come up with good reasons to justify carrying out a direct mail marketing campaign with your B2B contact list. Why should you go for slower and clumsier direct mail when you can have the lightning-fast and laser-precise advantage of email? Well, it turns out that, although direct mail may not be as speedy as email, it can still achieve the targeting and conversion power of its digital cousin when done right.
In 2009, direct mail marketing saw its near-death experience when related activity slumped to all-time lows but, contrary to what most marketers believe, this channel didn’t actually die. It simply took a three-year vacation and has now returned with an exclamation point. In fact, recent data saw a 4.6% increase in direct mail spending to just above $50 billion in 2011 and is expected to grow steadily at 2.3% over the next few years. So why should you consider sending direct mails to your sales lead database entries? Take a look at the following: