Direct mail may sound old-fashioned and outdated in today’s technological world, but if we only utilized new forms of advertising, there would be no Super Bowl ads — or TV ads, period (television has been airing for the masses since the 1940s). There would be no radio ads (America has been listening to radio programs since the 1920s). We wouldn’t do trade shows (those have been around since the 1800s). Even some modern-day marketing strategies are growing gray hairs, as email has been around since the early 1970s and internet advertising was launched in the 1990s.

Direct mail — especially niche-based, targeted direct mail such as the new mover marketing program we offer at Our Town America — has endured because it works. Helping local businesses create valuable, long-term relationships by delivering thoughtful and personalized gift certificates direct to new mover doorsteps is what we do. It’s in our DNA. Sure, it’s old-school, print-based advertising, but it’s effective because it can reach a niche customer base when they’re interested in finding new, go-to solutions for everyday needs (groceries, hair care, restaurants, etc.).

That’s the key to effective marketing, both online and offline: the ability to reach customers when they’re actively searching for answers. And in today’s world, technology plays a pivotal role in determining who those customers are and where/how they’re searching for solutions. You must always be open to embracing new technology — even if it’s in conjunction with an old-school form of advertising — that helps you efficiently reach and influence target audiences.

So what if you own a direct mail company and know you need to evolve? Or perhaps you’re a business owner considering direct mail marketing and you want to be sure the company you choose “gets it.” Keep these three things in mind:

Technology Is Still Essential To Key-In On Target Audiences

Direct mail efforts without demographic-based strategies can be a waste of money. These days, you can use technology to pinpoint target audiences. If your core customer group is within two miles of your place of business, don’t send to a 10-mile radius. If your products are best-suited for senior citizens, don’t send offers to millennials. And if you want apartment dwellers, it’s silly to send direct mail to McMansions. Too many businesses throw money to the wind because they aren’t specific about reaching their core audiences at the right time. Technology affords us the ability to only send to specific zip codes, neighborhoods, etc.