Direct Marketing in the Social Media Age

Do you remember envelopes, gift baskets, and yellow letters?
 
Alas, these terms are long forgotten in the age of social media.  Research shows over 78% of companies now have a dedicated social media team.  How many still have a direct marketing team?
 
In an episode of the hit TV show the Office, Michael Scott tries to win back former clients by bringing them lavish gift baskets.  It failed miserably, and the clients explain to him that they went with another supplier because they have a website that makes it super easy to order.
 
Is Direct Marketing dead?  Believe it or not, direct marketing is not dead.  Here are some clever strategies you can actually use as a unique approach in the digital age.
 
What was commonplace is now surprising
 
When is the last time you got a handwritten letter?  For many it has been over 10 years. Twenty years ago, businesses and their leaders would receive hundreds of letters a day, now they receive few, if any.  It seems like the only people still using snail mail is the IRS. 
 
This can work to your advantage.  Social media channels are becoming more crowded by the day with noise and marketing material.  This tsunami chases users to other platforms in a constant race to escape the marketing. However, the person cannot change their physical address. Not every business can be on our smart phones, so maybe your business can benefit by going old school.    A hand written note to check us out on Facebook can now be more convincing than an invitation on the platform itself!
 
Email, was, is, and always will be king
 
An email list can be a very effective means of advertising your business to others, even in the age od social media advertising.
 
An email list has always been a great way to directly market to your customers for one very simple reason.  Unless you are doing something shady, then your list subscribers gave you permission to market to them. You might be surprised at how powerful that is. Instead of shouting at the same level as famous celebrities and cat videos, you are now nestled in their email between the Amazon receipt and dentist appointment reminders. This is your opportunity to develop a new customer or retain a loyal customer, simply through the use of an email.