Unless you have been hiding under a rock for the past few years, you will no doubt have encountered myriad cynical prophets of doom lamenting the demise of the direct mail sector.

Although online platforms have undeniably mushroomed in recent times, there is still certainly plenty of space for direct mail at the table.

Indeed, direct mail can even be used to propel prospects onto your online portal if done in the correct way.

According to Dean Rieck, a direct marketing copywriter and consultant, smart business people don’t make decisions based on personal preferences or novelty – they make decisions based on what works. And traditional direct mail works.

Writing in Marketing Profs, he urges companies to always ask for clients’ email addresses when contacting them offline, so they can use this contact information to lure them into the online arena.

You can also consider building a special landing page as part of your lead generation efforts.

“By creating a unique landing page and driving people to that page, you can control the message, track response and collect information for follow-up and future direct marketing effort,” Mr Rieck says.

Related Topics: Email Marketing