by Ayaz Nanji for MarketingProfs
Senior marketers say the biggest advantage of direct mail marketing is its personalization options and the biggest downside is its audience targeting/data limitations, according to recent research from SeQuel Response.
The report was based on data from a survey conducted in April 2023 among 250 marketing leaders in the United States.
Respondents say the top advantages of direct/offline mail marketing are the channel’s personalization/customization options (40%), ability to integrate with digital campaigns (36%), and the flexibility it has with volume and budget (36%).
Senior marketers say the top challenges they face with direct mail marketing are audience targeting/data access limitations (33%) and worries about performance (30%).
Respondents say their top concerns about direct mail marketing are how to track its performance when it is part of an omnichannel strategy (51% cite) and how to reach the intended audience given increased data security regulations (50%).
Some 77% of senior marketers say direct mail marketing is more versatile than people think, 76% say it is far more effective than people think, and 48% say they have a hard time selling the strategy to leadership.
About the research: The report was based on data from a survey conducted in April 2023 among 250 marketing leaders in the United States.
