Direct mail marketing is a strategy used to engage customers by sending printed mailers, dimensional packages, perishable items, corporate swag, or other physical items. It is leveraged in a variety of ways by marketers of all types and is a valuable way to connect with prospects, leads, and clients in a meaningful way. Most people will skim through their mail before throwing it away, and a colorful, unique piece of mail has a much better chance of standing out in someone’s mailbox.
Why Does Direct Mail Work?
Unlike the online chaos we’ve come to experience, direct mail marketing investigates the positive psychology of receiving a physical gift. Direct mail marketing is a useful component of an overall marketing campaign due to the differences it offers compared to other traditional marketing tactics.
It is perhaps most memorable because of the human touch; a handwritten note or a personal item can create positive emotional connections, more so than a standardized corporate gift. Direct mail marketing enjoys a response rate 30x higher than the most powerful digital channel- email. It has the power to boost ROI by 20% as part of an integrated campaign.
Direct mail is notable for its rarity—with far fewer companies committing their budget to mail marketing. For this reason, it stands out from the crowd. Create possibilities with this tactic to delight and entertain recipients. You have complete creative freedom with your designs and brand. Creating pieces that emphasize the creativity of your company, while also showcasing your brand is a great way to capture your audience’s eye.
The DOs and DON’Ts
DO know your audience. Review your product and know who is best suited for your marketing. Knowing your target audience will help save money because it narrows down where your customers live.
DO try trial runs. After you’ve found your target audience and the neighborhoods you want to reach, send out trial ads. On these ads have a way to be able to track your customers’ engagement. Using a phone number or email address that is focused on that campaign allows you to easily know who is engaging in your marketing.
DON’T forget to follow up. Keep track of the consumers who are responding to your ads and follow up with them. They will be able to engage in future campaigns furthering your reach and business.
DON’T forget to proofread your ad. Your mail ad could be the first impression that people have of your business, so be sure it is free of typos and grammatical errors. Also, make sure it flows well together and presents the exact message you’re going for.
DON’T forget to direct traffic to your online sites.
Add to your Marketing Plan
Media Venue is here to help you add Direct Mail to your marketing plan, or to learn more about all of the traditional marketing options available, contact Melanie Dyer at melanie@mediavenue.com.
