Direct Mail: Demand Deliverability

Lori Paikin January 19, 2022 1 min

Share this post

Deliverability-1

It’s not enough to target the right audience with the right creative and offer if the message doesn’t get delivered. Take a minute and tune into this month's Marketing in a Minute video and learn how each channel stacks up when comparing the deliverability of your marketing campaigns.

Video Transcript:

It’s not enough to target the right audience with the right creative and offer if the message doesn’t get delivered.

Deliverability refers to conveying or serving up something to the proper recipient. And it’s not enough to just deliver something if it’s not being seen. So we have to consider viewability along with deliverability.

A lot can go wrong when delivering a message to a consumer. Emails may be mis-spelled, sent to a junk folder or marked as spam. Display ads may be served below the fold, meaning you have to scroll to see them and consumers are not likely to do that.

Social ads can be hidden with a single click or not even delivered if your budget isn’t large enough. Direct mail is the most reliable option, especially when using first class postage. Deliverability with the USPS has undergone a serious makeover in recent years allowing it to compete with the immediacy of digital mail. In addition to first class mail being delivered within 2-4 days, informed delivery allows consumers to preview and interact with their incoming mail even sooner than that! And it’s free!

With these advantages, it’s no wonder consumers prefer being contacted by brands via direct mail!

Related Topics

Lori Paikin

Lori Paikin is a 20 year veteran of the direct mail and digital industry’s. She started her career on the list management and list brokerage side of the industry before joining Abacus in 1993. Lori led the expansion of the sales and account managements teams through the acquisition with DoubleClick before leaving in 2005 to join Next Action / Datalogix. In her role with DLX, Lori was GM of the retail vertical supporting sales, client services, marketing and product. Lori joined the NaviStone team in a consulting capacity in 2016 before joining full time as Chief Revenue Officer, this past March.