Direct mail content allows marketers to engage with their sales leads on a more personal level, it has been suggested.

Marketing specialist J Lamar Ferren pointed out that while many other marketing platforms are increasing in popularity, direct mail has continued to show itself as a powerful tool for generating sales leads.

Writing in the Bigger Pockets Blog, Mr Ferren explained that a written letter comes across as much more personal than a typed letter because it gives the “undeniable perception” that a significant amount of time and thought has been put into the message.

“There is something about seeing a message in writing that really makes that personal connection,” he maintained.

Marketing specialist Mark Haslan of Overnight Prints recently said that direct mail leads tends to be more valuable that online leads because direct mail encourages a customer to take a specific action to respond to a piece of offline marketing.

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