Despite a B-to-B Symposium focus on digital marketing, direct mail was given a thorough going-over by Kevin Lofgren, CEO of direct-mail marketing company Farstar Inc. Lofgren hosted a mythbusters session to explode a number of marketing misconceptions around the venerable channel.
“One myth is that it's impossible to reach senior-level executives,” Lofgren said. “Not so: Hand-addressed direct mail pieces with an element of intrigue can have a greater than 70% response rate in getting people to a microsite. Also, despite preconceptions, mass marketing can indeed be personal. It comes down to good storytelling, where more personal conversations continue online.”
Lofgren urged marketers to keep their direct mail pieces simple and to always integrate them with digital. That's where extended, more personalized information can be presented, he said.
“The only purpose of a mail piece is to get the recipient to go to a microsite and tell them a story there in a relevant way,” he said. “And when the message exists on the website, you can always change it—unlike on the original printed piece. If something isn't working, you can change the online content quickly while the mail piece is live.”