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© EscapeArtist74

A unique direct mail marketing campaign by South Dakota Governor Daugaard is taking advantage of postcards to attract business to the state. According to state officials in charge of the campaign, it has been directly responsible for 50 new business prospects in the last month. Over 143,000 postcards with Daugaard's face on them have been sent out to a wide variety of businesses.

The postcards feature a simple message: "Tired of Taxes? Call Me." The goal of the campaign is to advertise the fact that business taxes in South Dakota are lower than those in many other states including California, Minnesota and Illinois. South Dakota is one of the most business friendly states in this regard, and Daugaard wants to make sure that businesses across the country are aware of this fact. He's supplementing the direct mail efforts with print and radio ads as well.

© Giorgio Montersino

Direct mail marketing can offer many benefits for online retailers, especially those who use address standardization software. While direct mail marketing may seem outdated when compared to social media marketing and other forms of digital communications, research shows that it is still very relevant and has the potential to enhance modern marketing campaigns. A good example of this fact is the latest marketing efforts by Google.

The company has been using direct mail in concert with email to advertise their new offer of free PPC advertising worth $100. Google is using direct mail in a strategic way in order to reach out to the most diverse group of people possible. Due to the fact that consumers are saturated with internet ads today, including many free offers for online services and merchandise, they may tend to ignore these ads as spam or worry that they could be a cleverly disguised scam.

© acme401

Merkle is a US market leader in CRM which has recently received a Gold Marketing Award for Excellence and Innovation from the Direct Marketing Association of Washington. The MAXI award is in recognition of their work on a ground breaking direct mail marketing campaign for the nonprofit Feeding America.

This national hunger-relief charity helps to feed more than 37 million Americans each year, but found themselves in need of help in the last several years as their marketing efforts were no longer meeting their goals of improving donor acquisition rates. Merkle designed an innovative program which appealed to donors with a simple question. They asked how these potential donors would choose which of their children to feed if there wasn't enough food to go around. This emotional appeal proved to be very powerful, and resulted in an immediate 64% boost to donor revenues.