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There are many benefits of a direct mail marketing campaign, and this is especially true in a difficult economic environment. One of the best ways for companies to improve the productivity of their advertising investment is to choose marketing channels which provide the best value.

Adding direct mail to the marketing mix can have a real impact on the bottom line, as the open rate for direct mail is estimated to be over 92%. This compares favorably with other forms of marketing such as email, which has a lower open rate. It is also true that printed items tend to create a more permanent impression in the mind of the consumer than digital forms of communication. Direct mail has more staying power than other alternatives, yet it remains one of the most cost efficient marketing choices.

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Political direct mail marketing campaigns have been a popular way of getting out the vote for many years. The party primary season is set to kick into full gear early next year, and the various campaigns are already working on influencing the outcomes in early voting states including South Carolina, Iowa and New Hampshire.

While direct mail remains a cornerstone of these campaigns, political marketers are also turning to some newer interactive technologies to engage voters. They are seeing the value of digital media to complement traditional direct mail approaches, especially in reaching out to the next generation of voters. However, the fact remains that older people are more politically active and vote at a much higher rate, and they still remain more connected to direct mail and other forms of traditional media.

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QR codes have become an important tool in the field of mobile marketing, but they can also be used to effectively boost direct mail marketing campaigns. B2B marketing in particular has been moving towards a combination of print and digital marketing elements, and the advent of QR codes has made it even easier for businesses to integrate these different forms of marketing into a seamless campaign.

Due to a rapid increase in the use of smartphones, QR codes are becoming more relevant as a marketing opportunity for direct mail campaigns since they can easily be included in direct mailouts. QR codes use graphic stamps which can be scanned by a smartphone camera and take the user to a website or landing page where they can take advantage of a given promotion.