JULY 2024MARTECHOUTLOOK.COM8IN MY OPINIONDIRECT MAIL MARKETING STILL HAS A PLACE IN THE MODERN MARKETING MIXAs digital communications fill our inboxes (or, more commonly, our spam folders), and digital advertising seems to be so ubiquitous that it is often ignored, marketers are challenged with finding new ways to get in front of B2B decision-makers. But what if one of the best "new ways" is an old-fashioned way? Could direct mail be an opportunity for marketers to engage with their prospects?Direct print marketing provides marketers with many benefits over digital, setting aside the obvious cost and sustainability barriers. But when properly targeted and executed, direct mail can be a unique way to cut through the clutter. While large-scale mass mailers are (and should be) a thing of the past, various direct mail strategies have a place in today's marketing mix.Contact Qualification: When building a digital strategy, marketers face stricter privacy rules than ever before. GDPR in Europe, PIPEDA in Canada, and even the CPRA in the United States all have rules that make traditional list buying and contact research services obsolete for email marketing and, technically, for many unsolicited sales efforts. In the case of contacts without an opt-in or where you have yet to capture a record of legitimate interest, direct mail can be a substitute channel for reaching your target market. Direct mail with a significant "teaser" slant can drive a prospect to your website, where a gated piece of content can tell them the whole story. The request for this gated piece of content can serve as a de facto qualification of your prospect.If you are unsure of the specific interest of your prospect, a multi-topic newsletter with calls-to-action related to each topic can trigger you to qualify the contact and further segment them in your CRM. Pairing gated content with a value-focused direct mail piece can be a significant driver of qualification in your database and help you add new prospects to your digital marketing channels while navigating changing privacy laws.*Pre-Sales Engagement: Direct mail can also be used to help warm a lead for a potential sales call. Using a High-Value Mailer (HVM), you can capture a prospect's attention in a way that will make them want to talk to a sales rep. HVM's aren't your average paper mailer. They can have substantial costs, but when used properly, they can also drive a substantial return.So, what exactly are "High-Value Mailers"? These are pieces that you send via the mail that have a unique way of By Matthew Seymour, VP of Marketing, Hyperion Materials & Technologies
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