What digital marketers can learn from DM

In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers.

Hardly a month goes by without some development in digital being hailed as the next big thing in marketing innovation. It is easy to see why - digital can engage consumers more quickly and effectively than other marketing techniques, as well as provide instant and detailed data on financial returns.

In an era of information overload, however, digital channels - and in particular mass email marketing - are in danger of alienating, rather than attracting, consumers. For example, email open and click-through rates are declining year on year, according to a survey last year by MailerMailer.

With a renewed emphasis on better targeting and deeper personalisation, direct mail is once again in the spotlight. In the past, brands have all too often been accused of looking at direct mail in terms of volume, rather than value, in their pursuit of response rates.

Mail volumes, however, have been falling year on year, and developments in the medium, from behavioural targeting to improved personalisation, suggest that direct mail is now at the forefront of customer relationship management (CRM).

Standing out on the doormat is becoming ever-more difficult, and achieving it requires creativity.

Like conventional direct mail, email should only be used wisely, discriminately and with respect to the consumer and the brand.

Cut-through is becoming more and more difficult due to spam filters and consumers' patience wearing thin.'

Email campaigns all too often suffer from poor targeting and low optimisation, due to the low cost of email, which reduces the financial impact of getting things wrong; in contrast, the higher cost of direct mail makes testing an economic necessity.

Email marketers can learn the value of testing from the direct discipline. 'Messages, data segmentation and profiling, subject lines, offers, creative, timing; all should be continually tested and measured to help improve response and understanding of consumer wants and needs

Mail can also be an effective driver of engagement and dialogue between brands and consumers. The innovations detailed in this piece, from data cleaning to behavioural targeting, demonstrate how the medium is a force to be reckoned with, despite the exponential growth of digital communications. Direct mail is not so much fighting back as finding its niche in an industry that recognises consumers differ in the way they want to receive information and promotional offers.

For more information on implementing an integrated Direct Marketing approach please contact CFL Marketing on 01225 782669 or log onto www.cflmarketing.co.uk