Direct mail marketing has been a staple among marketing companies in the past to reach a wide audience within a narrow demographic. However, with digital marketing on the rise, direct mail marketing has fallen under a great deal of scrutiny arguing the validity and necessity of direct mail.
In 2012, marketers (both commercial and nonprofit) spent $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounted for 8.7 percent of total US gross domestic product and produces 1.3 million direct marketing employees in the US. Collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs. According to Target Marketing Magazine’s Media Usage Forecast 2013 report, 80% of marketers’ surveyed plan to invest in direct mail in 2013, 28% reported increases in their direct mail budgets with another projected increase for 2014.
Even with direct mail budgets increasing, most do not know what they are receiving out of their campaigns; when you measure direct mail, design and campaign planning yields to the effectiveness of the overall campaign. In the past marketers have approached direct mail from a scatter gun mentality, the more you put out the more likely you are to get a return; the issue is that there is no comprehensive way to measure return on investment. Flashpoint’s approach is different; we employ the latest digital marketing tools within a traditional direct mail campaign that allows for tracking ROI, personalization, and analog to digital conversion. ROI is no longer a myth when the right tools are implemented from the inception allowing tracking while speaking directly to the intended consumer through personalization which increases customer conversion. Our campaigns are constructed with our customers desired end result in mind. Whether we are pushing customers to a website for product purchase or to a retail location, our campaign’s build and structure sets Flashpoint apart from the rest, maximizing impact with quality design and quality materials leading to higher conversions than conventional marketing companies.