Consider combining direct mail efforts and telemarketing for better results
Nearly one month after the Direct Marketing Association announced that more people respond to direct mail than digital marketing, an article in Business 2 Community encourages direct mailers to pair their efforts with another popular form of direct marketing: Telemarketing.
"What's truly interesting [about the high response rates from direct mail and telemarketing] is that both telemarketing and direct mail have been popularly depicted as behind the times," the site said.
Although more customers react positively to direct mail, businesses may initially be wary investing in direct marketing because it is slower than electronic options and generally costs more to print and send.
However, by integrating direct mail with telemarketing, response rate can increase substantially. The key, the article says, is to use the mail as a call signal or to prompt a call from the customer. Businesses should take special care to avoid turning customers away from marketing efforts, including not overwhelming them with constant contact and never making illegal "robocalls."
To make certain the highest number of potential customers respond to a direct mail campaign, businesses can create standout campaigns from web-to-print materials and use address verification software to weed out incorrect addresses.