Going Old School

Like many other marketing people, over the past month, I’ve been planning my next activities for the first half of 2012. I work in an industry of rapid technological change and, as much as I like to plan for at least a year, often many of my plans are three- to six-month campaigns. Branding and longer-term messaging I can plan for a year or more but lead generation is usually two quarters out at best. But that’s a topic for another blog post.

For my upcoming campaigns, among the mix is a revival of some marketing old school techniques. In particular, direct mail. Email has become less and less effective. Open rates are sliding lower and click thrus are even worse. Some of my more targeted emails are very effective. But I need to generate more interest than those tactics provide. I segment my audience based on personas. I try a couple of different subject lines and email content. But I am running into several issues. Primary among them are:

    • Just TOO much email – everyone’s inbox is overloaded. We all know the noise.
    • Email not getting delivered – particularly acute in my industry, aerospace & defense, where prime contractors’ servers are blocking a lot of mass generated email.
direct mail marketing

So our marketing group is working with our sales team to develop comprehensive campaign that will involve direct mail. We are targeting by job role and company and will be doing something high-end (dimensional) for our top persona.

Going old school. Despite the cheerleaders around inbound marketing, as someone with a need to create demand for my sales team and a limited budget, I don’t ignore any channel that can do this effectively. I’ll be doing inbound, social, email, content, video, events – almost any other tactic you can think of. But I’ll be throwing direct mail back into the mix this year.

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