Whether you are a business selling products directly to consumers, or you’re a grassroots organization encouraging local action and involvement, you need a way to engage with your community. How to do that is one of the biggest decisions you need to make. It can affect your budget and the success of your business, which is why you need to make the right decision. In today’s post, we’ll be discussing why direct mail marketing should be an important pillar in your communication strategy.

Sending physical mail comes with a few more challenges than its digital counterpart, we acknowledge that. If you are new to direct mail marketing, or your current mail automation process is slowing down, then you need high-quality mailing equipment and you probably need it for a low price. ADI Business Machines is here to help.

We offer refurbished office machines, restored to peak condition by factory-trained technicians, and our discount office equipment comes without expensive, long-term leases. Our highly trained team can help you determine the exact equipment you need, whether it’s a stamp affixer, a folder inserter, or a custom Pitney Bowes Di950, and we’ll give you all the support you need to get started. Keep reading for a few more reasons why you should invest in mail automation, and call ADI Business Machines today for a personalized quote on the equipment you need!

Email vs. Direct Mail

In our preceding blog posts, we discussed the pros and cons of both email marketing and direct mail. Email marketing is fast, cheap, and easy. We won’t deny that, and why would we? It doesn’t have to be a direct competition. Direct mail has its own advantages, like a higher rate of efficacy, a longer lifespan, and a more personal experience for the recipient. In comparison to email, of course, direct mail has its drawbacks. Those drawbacks don’t have to hold you back, however.

Direct Mail is Worth the Drawbacks

The cost of a direct mail campaign, for example, is one factor that can push people to favoring email. That cost can be offset with effective mail automation processes and discount office equipment from ADI Business Machines. Another commonly quoted advantage that email has over direct mail? A simple and efficient way to pull data into your customer relationship management (CRM) platform. Physical mail certainly doesn’t prevent you from gathering valuable data — in fact, you can still collect a lot of great information by integrating your direct mail campaign with your CRM.

Simply put, the disadvantages of direct mail marketing should not outweigh the advantages. In case you still needed convincing, we have a few more points to make about why you should make direct mail a part of your next campaign.

Market to Millennials

Millennials are the generation that grew up alongside light-speed advances in technology, and now they are surrounded by all kinds of digital information. It may seem like the logical thing to do to jump into that data stream and try to market to them through email. However, as we mentioned in a previous blog post, it’s easy to get buried in a busy email inbox. Direct mail is almost an anomaly to these 20- and 30-somethings, which means it can make a real impact. This demographic may largely prefer to conduct their business online rather than over the phone, but many say that they truly appreciate receiving actual, physical mail. Don’t get caught up in what you think your business or organization should be doing — follow the facts. Direct mail marketing still works, and it appeals to every generation.

Try New Conversion Tactics

One advantage of email is the easy and fast convertibility it offers, from free .pdfs to links that take customers directly to your website. Physical mail doesn’t have to be a barrier to that. With new innovations, like QR codes, you can make it simple to take action with a flyer or postcard, too. A simple scan with their smartphone can direct the recipient directly to a specific product or a landing page of your choice, and you can still take advantage of the greater appeal and longer lifespan of direct mail.


Work with Other Methods

Marketing campaigns and communications aren’t one-and-done. There is no reason that you have to switch your strategy to direct mail only. In fact, direct mail marketing excels when used in conjunction with other methods. You can send your customers an email to let them know that something will be arriving in the mail and give them something to anticipate with excitement. You can also include special codes and discounts on your mailing material to encourage recipients to get online or engage with your business on social media. All you need to stay relevant is knowledge and imagination!

Order the Mailing Equipment You Need

Make the best choice for both your business and your clients by making direct mail a part of your next marketing campaign. ADI Business Machines can help smooth the transition with affordable mail automation equipment. We offer everything from address printers and pressure sealers to expertly refurbished Pitney Bowes folder inserters, all at great prices. Contact a member of our team today to learn what mailing equipment your business needs and call us anytime for on-going support!