Direct mail marketing is dead, right?
Well, not quite.
It’s true that we live in a digital world; sending physical correspondence feels a little outdated these days.
However, direct mail response rates reached heady heights of almost 5 percent recently. That, according to the same source, is as high as it’s ever been.
Clearly, the postal service can still have a role to play in your marketing efforts. You may be surprised by the results and return you get.
Remain unconvinced? Let us shine a light on the reality of the situation.
Read on to learn 7 reasons why direct mail marketing remains relevant in 2019.
1. Target Specific Audiences
Want to know something truly shocking?
Not everybody is online.
Yep. Strange as it may seem, there are people across the country who don’t spend their days scrolling feeds and sharing cat videos. We don’t know how they spend their time either.
That means your business may be entirely missing the mark with its digital campaigns. Everything from email to social media marketing would have zero effect.
Direct mail plugs the gap. It can hit the mark where digital campaigns miss. You can open up a brand new source of leads in the process.
2. It’s More Personal
Sending letters used to be standard practice.
It was just how people corresponded with each other. Letters of love, gratitude, and general updates were sent all the time.
When was the last time you sent a letter? We’re guessing it was a while ago.
Receiving physical mail has become something of a novelty now. It’s a throwback to how things used to be done. There’s a level of excitement to getting a letter; it feels inherently more personal.
By contrast, online ads are ubiquitous. People are tired of generic adverts. Personalization is now key to success.
The inherently personal nature of direct mail can be good news for your brand: recipients are more likely to take note. They can be genuinely appreciative of receiving something positive in the post.
That can translate to higher engagement, response-rates and, ultimately, ROI.
3. It’s Easier to Track Than You Think
The ability (or the lack of it) to track ROI is a common argument against direct mail.
How on earth can you accurately measure engagement?
It’s definitely possible.
For example, attach a new phone number, or email address, to the mail. These contact details are specific to your direct mail campaign. People can’t find them anywhere else.
This guarantees any responses come from the direct mail.
In the same way, consider creating a landing page that’s specific to the campaign. Attach a URL to the mail, which takes people to it. That’s another easy way to monitor results.
4. Fewer Marketers Do It
As we’ve noted, digital marketers can give direct mail short shrift.
Assuming that it’s old news, they dismiss it offhand and get on with their digital campaigns.
This can work in your favor. After all, it means your direct mail campaigns have less competition. Letters may well be happily received. However, people understandably get tired of receiving random masses of random marketing letters in the post.
Less competition means yours is more likely to be opened and enjoyed.
Compare that to the internet. Everyone’s attention is fixed here, which is why marketers focus on it. The result is enormous amounts of competition. Standing out is difficult.
Direct mail solves that problem.
5. New Ways to Engage
Sending something tangible is powerful in its own right.
Digital marketing is bi-sensory. At best, online ads offer visuals and sound. That’s how they attract attention and draw engagement. And, sure, it can work to great effect.
However, direct mail opens up new sensory opportunities.
It’s tactile in nature: people actually handle the letter. You could even attach an olfactory experience. Imagine a perfume company sending through leaflets pre-sprayed with their latest scent!
In this way, it opens the door to new marketing capabilities. It’s interactive and unrestrictive in nature. That’s good news for your campaigns.
6. You Can Get Creative
This leads to a related point:
Direct mail facilitates creative marketing.
There’s only so much creativity you can imbue your emails with. There’s only so much interest you can achieve with a few lines of text on social media.
But you can send literally anything through the post. Think puzzles, calendars, invisible writing, coupons, and so on. You have endless opportunities for creative marketing campaigns.
Be extravagant or as simple as you see fit. Sometimes, creating a well-designed, professional address label (like these labels here) is all you need to encourage responses.
7. You’re Guaranteed Views
We’re now adept at filtering out irrelevant emails.
Heck, our inboxes even do it for us. Anything that seems like spam gets sent immediately to the recesses of the spam folder.
If it makes it through, we only have to swipe on our smartphones to get rid of it.
We know what spam marketing emails look like. If it seems excessive, immaterial or suspicious, we immediately dismiss it.
That tends not to happen with direct mail. It seems more official. Someone, somewhere, has gone to the effort of sending you something in the post. It gets your attention off the bat. More importantly, though, you feel less inclined to throw it out.
After all, it might have something important inside. Reluctant to miss out, you open it up, right?
As a result, direct mail marketing efforts are likely to be seen by your audience.
Time to Employ Direct Mail Marketing
It turns out direct mail marketing isn’t dead.
Sure, it can feel outdated. In a distinctly digital world, it may even seem irrelevant. Millennial marketers may wonder at its worth.
As we’ve shown, though, this traditional marketing method should still have a place at the table.
As it happens, there are many reasons you should leverage direct mail. Hopefully, this post has highlighted the best of them.
Give it a shot! You might be surprised by the results.
Want further posts like this one? Be sure to search ‘marketing’ on the blog!
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- Digital Marketing
- 10th September 2019