In a digital world, consumers are becoming more concerned about their privacy. The current digital and telecommunications landscape continues to see new rules and regulations. These new rules protect consumer privacy and their data. As these new rules are added, it becomes clear of the importance of direct mail.
Direct mail is more effective in the current landscape because of its capabilities. Sending mail is one of the easiest ways to reach new customers and engage with existing customers. Additionally, you will be complying with all data privacy regulations. This is a great time to add direct mail to your marketing mix. It has less regulations around how you can target data. Plus, it gets in the hands of your customers, and it helps boost effectiveness of other channels.
Marketers can worry less about remaining compliant with direct mail. Currently, direct mail does not have as many regulations. With digital marketing and telecommunications, you will need to study and put in place new laws for consumer privacy. This can get tricky as these laws can vary by state.
State and federal governments are adding and updating regulations all the time. These protect consumer privacy and track how companies collect, store and use consumer data. Examples of these laws include: the Do Not Call Registry, the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA) and the Telephone Consumer Protection Act (TCPA).
It can be challenging for companies to stay on top of all the rules and regulation. If not followed, your business can face huge repercussions. This usually includes fines, losing customers and losing their trust.
Luckily, it is simple to gain names and addresses for direct mail lists. This allows you to reach many consumers with little changes to your operation.
Direct mail is the best way to get in front of your customer. Unlike email, direct mail does not need the recipient to opt-in for your company to contact them. Digital requires an explicit statement of consent for each form of communication. Even after giving consent, marketers must keep reviewing and refreshing their opt-in terms. This is so they can be in accordance with new regulations.
Additionally, direct mail is almost always retrieved from the mailbox. Emails can go unopened for days, sometimes even weeks. Receiving physical mail, seeing it and feeling it, creates an experience. Physical mail can also promote better brand recognition. Plus, mail is easier to track to verify in-home delivery.
Direct mail can boost overall campaign results when paired with other channels. Digital marketing has become inundated in the last few years. This makes it harder to stand out in email and display ads. Adding mail can help reinforce email and display ads and help brand recall.
Through mail you have the option of including unique links. These push customers to your website, driving website traffic and encouraging sales. This is also a great place to request their consent to other forms of contact. This, in turn, helps you build your email lists and phone lists.
Rules and regulations around compliancy for digital marketing are always changing. This can make it challenging for marketers to find the best way to reach their customers. Luckily, direct mail is a safe and affordable option to get in front of your customers. Plus, it is not affected by the new digital rules.
Are you starting with direct mail or need to improve your current direct mail strategy? Ross is happy to discuss how to market smarter with direct mail. Let’s start the conversation; contact your Ross account executive today.