Monday, June 24, 2019
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Here’s why you need The Periodic Table for Direct Mail Marketing

Digital marketing might have changed the norms, but most experts still vouch for direct mail marketing, which remains a practical and easy way to reach and connect with customers. Many brands and startups are often confused about designing a campaign, and to help them, Washington Direct Mail services has come up with a periodic table for direct mail marketing. Below is an overview and brief of the table.

The basics

This periodic table for direct marketing consists of 67 elements, which have been grouped in 8 blocks, much like your science periodic table. Each of the groups consists of elements that define the particular group and what it stands for. The eight groups are –

  1. Mailing House Elements
  2. Data Elements
  3. Print Elements
  4. Creative Decisions and Ideas Elements
  5. Cost Elements
  6. Measurement Elements
  7. Promotional Elements
  8. Rare Elements

This simplified grouping considers all the aspects that are related to direct mail marketing. It also works like an indicator for brands as what they should be looking for. Eventually, budget, requirements and essential goals of companies vary, and therefore, the marketing elements should be selective based on the list.

Elements included

The periodic table for direct mail marketing talks in detail about the things that one can expect from a great marketing agency. This includes compliance to relevant standards, norms, following the policy related to sustainable and eco-friendly production and materials, as well as the need for expertise. In the data elements, things like data deduplication, customer profiling, prospect matching have been included. Since printing technologies are changing, the new options and selecting between them is also discussed in detail.

Perhaps the most creative of all groups is creative decisions and ideas elements, which focuses on norms and ways that are most dominant in direct mail marketing. From coupons, shaped mailers, binding/staple mails, nude booklets, polywrapping, to personalized letters, one-piece mailers, peelable notes, and more, everything is included in the group. There also focus on costs, which can be influenced by factors like like weight, volume, shape, bleeds and printing techniques.

Promotional Elements further focus on using promotional products, measurements, steps in assembly and other relevant inclusions, while measurement considers elements like Mail matching, response handling, and integration with the digital elements. Use of scratch cards, pop-up mailers, peel off stickers, and other colors have been included in the group called rate elements.

You can check the periodic table further to learn more on each element.