Will Direct Mail Ever Be Replaced?

I always thought new technologies and advertising possibilities would replace direct mail. It is more convenient advertisers to create a personalized URL and digital media. It is a great new trend with marketers to digitalize their message to their targets.

I have always thrown away my "junk mail" without even reading it. My mother on the other hand will spend more time to look through the endless stacks of catalogs, coupon books, and postcards trying to find the best deal. I never took much time to look in the catalogs unless I need something.

After reading the article "Direct mail is still DM champion" by Dean Rieck the advantages of direct mail finally made some sense. Direct mail is very reliable and it helps marketers reach a more of their targets in a large medium.

According to the International Communications Research people prefer receiving documents in the mail compared to an e-mail. It is just as easy to throw away "junk mail" as it is to delete your e-mails based on their subject titles. I think if your advertisement is attractive and can catch the eye of the potential customer then the direct mail is a success. E-mail only has a subject line and who the e-mail is from to decide whether or not to proceed in reading it.

The new technologies in marketing to targets are growing fast. I agree with the article stating that direct mail will never be replaced. It would save a lot of money to reduce direct mail, but it is always more personal to receive an advertisement in the mail rather than anything digital.