Direct mail has taken a hit in recent years and as a result there has been a significant decline in the use of this traditional communication channel. Even though there has been a gold rush of dollars invested into emerging digital channels, direct mail still has an important role to play in the marketing mix.
If you take a quick glance at the marketing landscape, it looks as if digital has replaced traditional channels, but look below the surface and mail is still widely used by modern marketers. Despite its old age, mail continues to innovate and adapt. Particularly with the advent of Personalised URLs (PURLs) – mail still has got a lot to offer.
“If you use PURLs as an online component, your mail piece should be more engaging and interactive, meaning people won’t dismiss it so quickly. The key is to get people’s attention and engaged with your product, once you’ve figured out how to do that, everything else falls into place,” explains Dylan Taylor, Managing Partner of BMF Advertising.