What a year it has been! Today we begin our look back at 2019 and the Best of the Majority Strategies Blog, beginning with #15, “Three Reasons Why Your Mail Meets the Trash,” care of Randy Kammerdiener.
“Some would say direct mail is making a comeback. Others, like those of us at Majority Strategies, would argue it never went anywhere. Regardless of which side of the argument you are on, there is no denying direct mail makes an impact today. Case in point, Nordstrom recently reported that after cutting direct mail from its marketing plan for loyalty customers, the company saw a reduction in foot traffic at its stores. Nordstrom executives noted many of its customers counted on receiving their awards by mail, not online, despite their push to move toward digital. ‘It’s rare that an executive says that cutting direct mail from a company’s advertising budget can have such a negative impact on sales, but that’s essentially what [Nordstrom] said.’ We know people trust mail. We know people like receiving mail. Now we know some people count on receiving direct mail. So why would your mail ever hit the trash? Here are the Top 3 reasons why.”