The Digital Revolution: Advantages of The SMART Mailer vs. Traditional Direct Mail

By Jeff Robertson

In an increasingly digital world, marketing strategies have evolved to keep up with changing consumer behavior and technology. Traditional direct mail, while still effective in some cases, is facing stiff competition from its digital counterpart, the SMART Mailer. This piece is reshaping the field, offering numerous advantages that make it an appealing choice for businesses looking to maximize their marketing efforts.

In this blog, we'll explore the advantages of the SMART Mailer over traditional direct mail and why you should consider incorporating it into your marketing strategy.



One of the most significant advantages of the SMART Mailer is its cost effectiveness. Traditional direct mail campaigns require buying large demographic data sets and purchasing a large quantity of mailers to cover a given area just to achieve a response rate of less than 2%.

The SMART Mailer is vastly more cost effective because it targets users who have landed on a client’s site, which is why it consistently achieves a response rate of +30% in nearly all industries.


Rapid Delivery

Traditional direct mail can take several days or even weeks to reach its recipients, making it less suitable for time-sensitive promotions. Digital direct mailers, on the other hand, are printed on demand via a variable data printing process and are mailed with first class postage. This means that from the moment intent is shown on a client’s website, the identity is resolved and an address is matched, that individual will receive a mailer in 3-5 days.



In today's environmentally conscious world, businesses are under increasing pressure to adopt sustainable practices. This eco-friendly approach can also enhance your brand's reputation. The SMART Mailer is exceedingly specific in that it only targets users who have landed on a client's website, thereby reducing the vast amounts of paper, ink, transportation, and manpower that’s required for traditional direct mail campaigns.



While traditional direct mail can still have its place in certain marketing strategies, the advantages of the SMART Mailer are difficult to ignore. It is cost effective, highly targeted, and has reduced delivery times. With the ability to track and analyze your campaigns at a zip-code level, it provides invaluable insights into your marketing efforts, and the eco-friendly aspect aligns with the growing trend towards sustainability.