For years now, the so-called common wisdom was that “print is dead” and electronic media will make applications, such as direct mail communications completely obsolete. But print is still very much a vibrant and exciting industry, and direct mail is making a comeback. “The direct mail space continues to evolve as marketers fall in love again with mail’s tangible, measurable attributes that provide a welcome distraction from screen-based ads and offers,” Jim Andersen, executive chairman of Chanhassen, Minn.-based IWCO Direct, notes. “Some are referring to it as the ‘tactile’ component of omnichannel marketing.” That tactile component is the key element that is swinging marketing back to the realm of print and direct mail, agrees Jessica Eng, VP of marketing for Alliance Franchise Brands Marketing & Print Div. She points out that direct mail and digital communications aren’t an all-or-nothing proposition.
Sometimes marketers get stuck in a direct mail strategy rut. They find a direct mail format that works and just stick to it. Over time, the ROI shrinks, but not enough to spend time making changes.
This is easy, but not the right thing to do. When you get to this point, you need to get outside your comfortable box and create a new direct mail approach. This goes beyond thinking outside of the box, but to creating a whole new type of box. What do I mean?
It is time to use inductive thinking to get to a better creative space. What is inductive thinking? It is when you observe something and you use that information to create something new. Why use it? Because this type of thinking causes you to ask questions, challenge rules and take risks you would not normally take. This leads to new and better ideas.
So how can we apply this to your next direct mail marketing strategy?
see more at: https://www.piworld.com/post/inductive-direct-mail-strategy-leads-to-a-better-creative-space/