Lead Generation For Dummies

Chapter 13

Targeting with a Personal Touch Through Direct Mail

In This Chapter

Understanding how to include direct mail as part of the modern marketing mix

Designing your direct mail to drive leads farther down your funnel

Discovering the dos and don’ts of direct mail engagement

Combining your inbound, outbound, and direct mail efforts into an integrated campaign

You're probably rolling your eyes at me and saying “Dayna, isn’t direct mail a thing of the past?” My answer is no, direct mail is actually still very relevant and effective. If you're curious about why I say that, read on.

The key to effective direct mail is approaching it in the right way and integrating it with other outbound and inbound lead-generation strategies to make it part of a full campaign.

In fact, direct mail can be highly personal and creative, depending on your mode of attack and how you target your list. If you don’t believe me, take a look at some of these convincing stats:

• Seventy-three percent of U.S. consumers said they prefer direct mail for brand communication because they can read information at ...