Competitive, digitized, difficult. These are words many businesses associate with marketing nowadays. A successful marketing strategy can often come down to being in the right place at the right time. Traditional methods such as direct mail marketing are overlooked as we search for new ways to reach potential customers.
Direct mail is a constant in our lives, with a massive 72% of people putting time aside to read it every day. If you want to put your message into the hands of your target audience, look no further. After all, it’s one of the most cost-effective and successful mediums you can use.
The benefits of direct mail marketing are profound. A well-planned campaign can make the difference between success and failure. Here are six benefits of direct mail marketing that your business cannot ignore.
Targeting made better
There are many benefits of direct mail marketing. Perhaps the most pivotal of these is its targeted nature. If you want a one-size-fits-all message, then TV, radio or press advertising is just for you. If you want to communicate with a smaller, group of people then, direct mail marketing will fit the bill. Use your research wisely to agree on who gets what message and when they get it.
Direct mail gets opened
Direct mail marketing blows email out of the water when it comes to open rates. A person’s postbox demands a lot more attention than a person’s email inbox. When you send a mail, your brand physically enters someone’s home. From here a physical bond with the brand is established, something that email is unable to do.
Personalise your message
We all enjoy when people remember things we’ve told them about us, whether it’s our favourite sports team or where we went to college. Direct mail lets you show customers that you remember what they told you and that you know it’s important. Tailoring the message to your target audience will show them you care enough to give them individual attention.
We’ve more ways to communicate than ever before. In a digital world, direct mail is one of the only ways to get a tangible message into your audience’s hands. Once your mail can get through the door and into the hands of your audience, the rest is up to you. Remember the five senses and think about what would work to bring your message to life. Creativity is key.
Analysis made easy
One of the most overlooked benefits of direct mail marketing is that it is trackable. Simple tools such as a unique phone number or email address allow you to track enquiries with ease. At a time when every cent assigned to your marketing budget needs to be accounted for, results are now more important than ever.
Seamless integration with other channels
Sometimes marketing can seem like an either /or choice. The most successful campaigns will use more than one channel. When it comes to advertising, it’s all about relevancy. With direct mail you can assess who and where your audience are. Then you can make the message as relevant as possible. Research shows that when used correctly, direct mail increases responses from other channels as well. Are you ready to take advantage of the benefits of direct mail marketing?