When people ask Mike Tinz if direct mail marketing is dead, he doesn’t get angry. He patiently explains that it can still produce booming results when correctly implemented. Some users fail to understand the most effective use of direct mail marketing, says Tinz, a 20-year veteran of direct mail marketing and vice president of Money Mailer (www.moneymailer.com), who has conducted successful HVACR campaigns.
He views direct mail as an acquisition customer vehicle that brings in repeat business. He acknowledges the impact of internet marketing and sees it as a compliment to direct mail. But it should rarely be a one-way street of only digital marketing. In recent years, when internet marketing became the darling of campaigns, Tinz saw marketing results plummet for those who eliminated direct mail marketing from their repertoire.