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Direct mail marketing is sliding down the popularity charts. It’s not news, everyone has seen its decline and everything seems to be working against it coming back as a strong force in the marketing

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, email and now the economic turmoil have chopped its legs even shorter but its not dead. There is still something to old fashioned direct mail marketing which can’t easily be replaced by electronic media and as expensive as the cost per lead is, it can still be an effective part of the mix. I’m a complete believer in online and social media marketing so don’t get me wrong, but there is still something to receiving and opening an envelope personally addressed to you with a message from someone at the company. It still has a significance in the relation building process especially at later stages when you are actively looking to buy. Still, can the cost be justified?

Current times demand clear metrics and proof of ROI. Can you justify sending a direct mail or catalog which costs$40 a piece to a database of 5000 leads which may or may not open and read it? Would it make more sense to send it to just 200 of those who are more likely to consume that mail and possibly even act on it? Sure! Thas where having a lead nurturing system in place can help determine the best way to use the personal effect of direct mail along with other electronic content, email, brochures, press releases and so on. Lead nurturing technology will enable the company to leverage lower cost digitally distributed content like emails, press releases and landing pages to create that initial awareness and interest in the prospect and more importantly, single out and score the leads which are responding well to that content and showing interest in the product or service. The direct mails can then be targetted only towards these leads where they are more likely to absorb the content of the direct mail and respond favorably. For example, if Dell knew that I have been actively reading up landing pages and their email reviews on the new “Dell Inspirion Mini 9 Netbook” and used that intelligence to send me a personalized letter with a 15% limited time company discount offer, I am more likely to act on it.

A simple lead nurturing program which helps identify the active leads within a database during a certain time can help streamline direct mailing campaigns and make the most of its advantages while still being able to justify the costs. It’s a matter of keeping focus and spending on what can yield conversions and cutting out waste. Lead nurturing and direct marketing, the old and the new can work together and work well Frontline: Dreams of Obama ipod .

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