Direct Mail Makes A Comeback In 2010

2010 has welcomed many who would argue the growing belief that in the midst of the popularity and success of Internet marketing, direct mail is no longer on the playing field.

My first experiences with B-to-B marketing in 2004 were quite different than my current challenges.  Back then I do not remember much talk of Internet marketing. I don't remember much talk of email campaigns.  I don't remember much talk of search engine optimization and I definitely don't remember any talk of social media.  I remember direct mail!

Have things really changed that much in six years?

As marketing strategies and tactics evolve, research is ongoing.  While researching the topic, I noticed a trend in differing opinions about email marketing vs. direct mail, (sometimes known as "old school" marketing).  Some feel there's a place for it and others feel that, well, it's "old school."   

Working for 3D Paper Graphics, a company that creates three-dimensional marketing products for business-to-business and business-to-consumer use, including pop-up direct mail pieces, we of course believe in the power of direct mail because we have seen the results first hand.  However, considering the age we live in, research shows there are many that would not be on board with our belief.  

Some common arguments made against direct mail today:

•    Direct mail is too expensive compared to the very affordable email marketing
•    Direct mail is becoming old school as social networking sites have exploded in            popularity
•    Direct mail is having a negative environmental impact

Although a bit of a stretch to say that all the direct mail floating around out there is polluting our environment and that marketing on the Internet is the "green" alternative, I suppose one could argue that point if the majority of direct mail campaigns are not executed properly and end up in the trash can.  But still, a bit of a stretch, wouldn't you say?

As companies have cut marketing budgets in the past year due to the economic downturn, there's no doubt that direct mail has been hurt.  It's taken a seat on the bench and has been replaced by Internet marketing.  

"With 2009 being the most challenging year for marketers, many companies have cut budgets, in tern, cutting circulation and volume of direct mail pieces," states Ed Mallin, President of the services group at InfoGroup.  

Is direct mail really the right place to be cutting your marketing dollars?  Not according to some.    

Direct mail has over time been proven to generate a greater ROI than email marketing, and as executive director of Harhut for Hire, Nancy Harhut states, direct mail may have its comeback in the near future.  "There's been evidence that all the e-mail we're sending is hurting its efficiency.  At the same time, direct mail has ‘rested' long enough so that now it's working even better than before – what's old appears new again."

Is 2010 the comeback year for direct mail?  While some believe their marketing dollars are better spent on Internet marketing, they may soon realize that the Internet should not be the only form of marketing. With the pressure of having to cut spending on marketing, it's human nature to go to the next best option; cost effective email marketing.  But focusing on that and forgetting about the once popular, proven ROI booster is not the way to get ahead in 2010.

Direct mail has benefits that are vastly different than Internet marketing.  Direct mail hits a whole new set of senses as it offers your audience something real to see and hold onto.  Perhaps some have forgotten about the tactile aspect of a direct mail piece, extremely important in achieving the goal of any marketing campaign: attention, retention and action.

Direct mail had its short time-out.  While still up against the stiff competition of Internet marketing in 2010, direct mail is now fresh and ready to go, or, better yet, if they can play together, they can make for a stronger team than ever before.