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TV Expert Interviews / Technology Insights / Mar 16, 2024 / Posted by Mike Gunderson / 13

Direct Mail’s Lasting Impact in the Digital Era: Expert Insights (video)

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The Power of Direct Mail in Today’s Digital World

In an age where screens dominate our lives, it’s surprising to learn that direct mail, a method many consider old-fashioned, still has a strong impact. I talked with Mike Gunderson, a direct marketing guru, to uncover the secrets behind direct mail’s success in the digital era.

Mike explained how direct mail stands out amidst digital noise. It’s tangible, creating a sense of trust and importance that digital ads struggle to match. Direct mail lets marketers deliver detailed information to decision-makers, leading to better decisions and conversions. Contrary to what some think, direct mail can be cost-effective, especially as you reach more people.

Tackling Remote Work Challenges

With more people working from home, sending mail to office addresses isn’t as straightforward as before. Mike shared how his team adapts by matching business addresses with home ones, ensuring messages reach their target.

The Importance of Being Relevant

For direct mail to work, the content must be relevant and engaging. Mike emphasized that relevance attracts interest and drives responses. He also noted that response rates vary depending on the offer and audience, highlighting the need for tailored approaches.

Direct mail isn’t just about letters or flyers. Mike shared examples of campaigns incorporating videos into mailers, which catch recipients’ attention and prove direct mail’s cost efficiency at scale.

Merging Direct Mail with Digital

Mike and I discussed how direct mail complements digital marketing strategies. Tools like QR codes can connect physical mail to online content, increasing engagement and conversions.

AI’s Role in Direct Mail

Artificial intelligence is changing how marketers sort mail, target audiences, and create content. These advancements improve direct mail’s effectiveness, making it a smarter choice for marketers.

Direct Mail: A Timeless Tool

Our chat reaffirmed direct mail’s value in the marketing mix. Its ability to cut through digital clutter and connect personally makes it an essential tool for marketers, even in a digital-first world.

Mike Gunderson’s insights remind us that blending traditional tactics with modern technology can yield incredible results. Direct mail, far from being outdated, offers a unique opportunity to create meaningful connections in an increasingly virtual world.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Mike is the founder and president of Gunderson Direct, Inc., the award-winning direct marketing agency. Since 2003, Gunderson Direct has helped businesses drive new leads and close more sales through traditional offline channels and straightforward mail. Its clients have included AAA, Adobe, PayPal, Square, and ZipRecruiter, and the agency consistently ranks among the nation’s top five direct mail agencies. In 2023, Clutch named Gunderson Direct, the top direct mail agency in the United States. Mike Gunderson is also the founder and CEO of Respond Now LLC, a direct response product incubator that helps small, medium, and enterprise businesses market their ideas through direct marketing. Its products include PostReminder, VoteReminder, and Respond Fast.

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