Ballantine Corporation Explains How To Enhance the Power of Direct Mail

The Ballantine Corporation, a New Jersey-based full-service direct mail company, recently released a new blog post that provides tactics for enhancing direct mail by integrating it with other marketing techniques, including personalized URLs (PURLs), email marketing and promotional items. These enhancements boost the effectiveness of direct mail by encouraging multiple brand touches in different ways.

Direct mail is still one of the most trusted and effective forms of direct marketing, but it's more critical than ever to guide prospects into your sales funnel by integrating other marketing methods. For example, the blog post notes that email marketing and direct mail complement each other, allowing for a company to reach different demographics because some are more likely to respond to direct mail, while others are more likely to respond to an email. An email can act as a follow up to direct mail or as a preview to an upcoming mailing.

Another enhancement discussed in the blog post is promotional items. Promotional items have moved beyond the traditional pens and keychains to include useful and relevant items such as a smartphone screen cleaner or a personalized imprinted magnet, both of which can be easily added to an envelope mailer.

Ryan Cote, director of marketing for The Ballantine Corporation, stresses that enhancement via integration can provide benefits to anyone who relies on direct mail as a marketing strategy. "The examples we lay out in this blog post show how to boost the effectiveness of direct mail by drawing the recipient into other media, resulting in multiple exposures to the brand and the message."

Although direct mail is one of the oldest methods of reaching prospects, the advent of different technologies have actually improved the effectiveness of a mail piece by making it more interesting, more personal, and more interactive.