Have you noticed that your mailbox is starting to fill up again? Direct mail (DM) is slowly returning as a tried-and-true method of marketing. Smart marketers are realizing that direct mail is still an important marketing tool.

Check out the latest trends:

• Social media integration - Adding a Twitter handle or Facebook URL is now being used the same way the old 800 numbers were. These links are good for timed offers or exclusives to social media "followers."
• Personalized and customized mailings - Personalization is not new, but it has grown to a new level. Improved data capture and database software allow for a more robust body of information, translating into more targeted and personalized messages.
• Driving web traffic - With all of the new data capabilities, marketers are sending customers to customized micro-sites and landing pages based on the user's purchasing history. Transaction history and advanced demographics create an individualized experience.
• Marketing Automation - A well-targeted direct mail campaign could have a call to action for an offer only available online. Once the customer has clicked on the site, a chain of auto-response emails is started that will take the prospect further down the purchase decision-making process. Each step taken is recorded in the customer's record for future intelligent marketing activities.

At Austin & Williams, we utilize all of these concepts for many of our clients who share our belief in the continued strength and importance of direct mail. Where do you stand in the DM debate? Is it a dinosaur or still a vital part of your marketing plan? Let us know!

Sallianne Nicholls, Director of Mail Services at Long Island advertising agency Austin & Williams, brings more than 18 years of experience to her role, overseeing all aspects of the on-premise lettershop and bringing new and innovative Direct Mail concepts to our clients.