Is It Still Worth Using Direct Mail To Advertise Your Business?

Julie Starr • March 24, 2022



Many people consider direct mail advertising to be a dead form of marketing. However, if numbers from the Data & Marketing Association are anything to go by, then it’s far from being redundant. In fact, response rates for direct mail are continuing to increase year by year despite other forms of advertising getting a lot of attention from companies.

In other words, direct mail is still alive and well. In fact, it could be argued that since people believe it to be an outdated form of advertising, it’s actually thriving because companies are able to seek out qualified leads with their direct mail. Now that there is less competition in the direct mail space, companies that use it are thriving and receiving much higher response rates than before.

So here are a couple of things to keep in mind before you dive back into using direct mail for your business marketing.

Direct mail complements digital marketing strategies

Although people typically associate direct mail with traditional marketing, the reality is that you can mix up your advertising efforts to create effective hybrid campaigns. In this case, direct mail can be used to distribute vouchers that can be used on the internet, or they can contain QR codes that link to unique digital content that is tailored for each recipient.

There are loads of unique ways to mix up your marketing strategies and it’s important to see how digital options can synergize with direct mail. This unlocks many unique advertising options and is a fantastic way to grow your audience.

Direct mail can be easy to target

When it comes to direct mail advertising, it’s important to consider how you choose targets. For digital advertising, this is usually a matter of understanding users through their data before sending an email. But with direct mail, things are a little different.

Direct mail campaigns typically aim for as many leads as possible. Thanks to services like Postal Center International , it’s possible to send mail to every single address in a specific area. This is fantastic for local targeting as it means it’ll reach everyone that is within a certain radius of your business.

Direct mail can still be tracked

One of the issues with direct mail versus digital marketing strategies is that you typically can’t track its performance. However, there are still a few tricks that can help you keep an eye on how well your direct mail campaigns are performing.

For example, if you make sure that the web link in your direct mail advertising is different from the normal links you’d use, then you can track the traffic that comes through that particular link. This means that you can monitor the exact number of people that use a landing page that comes from direct mail sources. This is a rather primitive but effective way to help keep track of direct mail leads.

Hopefully, this article has given you a few ideas on how you can use direct mail to market your business to more people.

The Business Case for Sustainability: Communicating Your Strategy in an Evolving Landscape

By Julie Starr • February 17, 2025
A shifting political landscape can create uncertainty for businesses committed to sustainability, but one thing remains clear: the need for transparency and strategic communication has never been greater. As the federal government moves to roll back environmental and social policies, companies must proactively define their sustainability strategies, ensuring stakeholders—employees, customers, investors, and partners—understand their commitments and the business value they create. The Power of Clear Communication Sustainability is not a trend; it’s an imperative driven by economic, environmental, and social realities. Despite policy shifts, the forces of market demand, global regulation, and risk mitigation continue to push companies forward. To maintain momentum, organizations should : Clarify Their Sustainability Position: Companies must articulate their approach in ways that resonate with stakeholders. Whether reducing emissions, improving supply chain resilience, or advancing diversity, equity, and inclusion (DEI) efforts, leaders should communicate clearly how these strategies align with long-term business success. Leverage Data-Driven Insights: In an era of skepticism, relying on factual, measurable sustainability outcomes strengthens credibility. Stakeholders need more than broad commitments—they need clear, quantifiable impacts. Maintain Focus on Global Markets: While federal policies may change, international regulations and customer expectations continue to favor sustainable business models. Companies operating across borders must ensure their sustainability strategies align with evolving global standards. Staying the Course in a Changing Environment While some companies may feel pressure to scale back sustainability efforts in response to shifting political winds, leading organizations recognize that progress is a long-term game. Now is not the time to retreat but to double down on: Resilient Supply Chains: With new tariffs and policy changes affecting imports, companies should evaluate how sustainability-driven supply chain diversification can reduce risk and enhance efficiency. Operational Decarbonization: The financial and strategic benefits of decarbonization—from renewable energy investments to energy-efficient operations—remain strong, independent of policy shifts. Workforce and Customer Engagement: Employees and consumers increasingly expect businesses to uphold their values. Companies that maintain commitments to social responsibility and environmental impact will strengthen brand loyalty and attract top talent. Sustainability leadership is about more than responding to regulatory shifts—it’s about defining the future. Companies that stay the course, communicate effectively, and align their sustainability strategies with business objectives will be the ones that thrive in the years ahead.

Connecting the Dots: Air Quality, Climate Messaging, and Stakeholder Engagement

By Julie Starr • February 7, 2025
I n a world increasingly affected by environmental change, it’s critical to recognize the everyday impacts of air pollution beyond the commonly cited respiratory and cardiovascular risks. A recent study, published in Nature Communications , reveals that even short-term exposure to air pollution can impair cognitive function, affecting focus, emotional recognition, and task performance. This groundbreaking research underscores the urgent need for effective climate communication and stakeholder engagement to address air quality issues. At Taiga Company, we specialize in climate-focused stakeholder engagement, helping organizations bridge the gap between scientific findings and actionable change. Our services provide a crucial platform for educating stakeholders—including businesses, policymakers, and communities—on the dangers of air pollution and the strategic steps needed to mitigate its effects.  The Link Between Air Quality and Cognitive Function The study found that exposure to high concentrations of particulate matter, even for just an hour, reduced participants' ability to maintain focus, process emotions accurately, and avoid distractions. Such cognitive impairments can have profound implications in workplace productivity, education, and public safety. For instance, employees working in environments with poor air quality may experience diminished concentration, leading to decreased efficiency and increased errors. Similarly, students exposed to air pollution may struggle with academic performance due to impaired attention and emotional regulation. These insights reinforce the idea that air pollution is not just an environmental concern but a societal and economic one, requiring a holistic approach to policy, corporate responsibility, and community engagement. The Role of Climate Messaging in Air Quality Awareness Despite overwhelming scientific evidence, public awareness of air pollution’s cognitive and behavioral impacts remains limited. This is where strategic climate messaging becomes essential. Effective communication can: Translate complex scientific research into accessible, actionable insights for diverse audiences. Drive policy advocacy by equipping decision-makers with data-backed arguments for stricter air quality regulations. Encourage behavioral change among businesses and individuals by highlighting solutions, such as cleaner transportation, sustainable energy sources, and indoor air quality improvements. However, simply disseminating information is not enough. Stakeholder engagement ensures that communities, businesses, and policymakers are not just informed but also motivated and equipped to take action. Moving Forward: A Collective Responsibility The study’s findings make one thing clear: air pollution is not just an environmental issue—it’s a cognitive and social issue with wide-reaching consequences. As we navigate an increasingly complex climate landscape, it’s crucial to integrate air quality concerns into broader discussions on sustainability, health, and productivity. At Taiga Company, we believe that effective stakeholder engagement is the key to transforming awareness into action. By educating businesses, policymakers, and communities, we can drive the changes necessary to create a healthier, more sustainable future for all. To learn more about how Taiga Company can help your organization develop impactful climate communication and stakeholder engagement strategies, contact us today.
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