Why direct mail and social media are a marriage made in heaven

Are there two direct response channels further apart than direct mail and social media? 

On the face of it, direct mail is seen as expensive, difficult to track compared to online and, well, old school. Social on the other hand is seen as cheap, infinitely trackable and a means to engage prospective customers in dialogue.

Marketers like direct mail. It has its own vocabulary and comes with proven models and processes. Many planners can knock out a direct mail forecast matrix without much effort, whereas getting to grips with social media can feel akin to herding cats.

In this article, Darren James, Partner, Digital Strategy at engagement marketing agency TDA, passes on his thoughts and advice to maximise the opportunities posed by combining direct mail and social media channels in integrated campaigns.

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