Is Digital Direct Marketing the Future?

According to a new article by Forbes, digital direct marketing is the latest evolution of direct mail – and it’s here to stay.

“Direct digital marketing offers opportunities for personalization, quicker insights into your audience engagement, and endless testing opportunities,” says Forbes, arguing that it offers new opportunities to target Gen Z and millennial consumers.

According to a recent survey by Lob, direct mail is even more effective than email marketing, with 74% of marketers saying they would choose direct marketing over the online option.

However, despite 81% of marketers agreeing that direct mail delivers the best response rates of all marketing channels, only 40% use a technology platform to execute and analyse their campaigns.

“We are seeing a growing trend of marketers increasing their use of direct mail, and this report underscores that notion,” said Ritu Kapoor, CMO, Lob. “The key learning we see in the data is the power of automation and technology in direct mail efforts. Those who are using direct mail platforms and integrating and measuring those campaigns holistically with digital marketing investments are seeing the most value.”