Direct Mail is not dead! That is right! If you consider how the sales evolution has been created over the years – and how technology, such as social media and the internet, is now a major force. However, all forms of marketing need to be in the mix. Using just social media alone would not be right for a great deal of companies. We have all received emails and promptly hit the delete button! Our inboxes fill up with everyone spamming you with their email marketing trying hard to flog you some shoes, bags, marketing services, IT services or indeed anything else.
Let’s have a look at some of the statistics for email marketing
- Only 45% of seniors have email access;
- “The figure for available emails is around 20 percent of postal addresses, meaning that by avoiding direct mail you could be missing 80 percent of your target market.”;
- People who do use email regularly have become savvier at blocking out sales messages with advanced filters;
- If in the event, email messages are actually read, they are quickly forgotten or buried by new messages;
- People also abandon email accounts and create new ones about once a year, so even solid leads expire quickly;
- A study carried out by the Direct Marketing Association (US) found that the response rate for direct mail to an existing customer averages 3.4 percent, compared to 0.12 percent for email.
- When balanced with the right creative and optimal data, direct mail can deliver more than just a meaningful piece of mail; it can bring a powerful return on investment.
Using direct marketing campaigns, that have a compelling message and graphics, companies have a better chance of making a good impression on their target audience. Since fewer companies are using the power of good old-fashioned post mail, you company has the ability to entice customers with useful offers/services/products. This tangible, touchable value adds weight to any offer and makes a bigger impact than some digital components can.
Here we have given you some great tips to help you with your direct mail campaigns:
- Be targeted. Instead of buying lots of inexpensive data, build your own direct mail campaign to get better results, this can be done through linkedin, search engine or purchasing relevant data. Doing a random blast won’t get you anywhere. Find a data base that helps to filter the results based off your specific needs. The more refined the search, the better. “Pray and spray” marketing will never be able to compete with a thoughtfully planned campaign designed to target a specific demographic with information that interests them.
- Make it personal. Make direct mail “sexy”! By sending impersonal cards or letters, you can be assured that your information is destined for the recycling bin. Thanks to sophisticated marketing software and digital printing, savvy marketers are personalizing messages and engaging prospective customers in amusing and interesting ways. Envelopes that catch the eye and engage the reader with customized teaser copy, highly customized letters that include handwritten notes, and vivid brochures/inserts that showcase further details capture and engage readers.
- Quality control. Once your direct mail is received, don’t lose them with poorly written content. Make sure everything is 100% correct. Proof read for grammar, spelling, and typos. Also, avoid sounding like a broken record or a used car salesman, but instead you should be adding value and generating excitement.
- Integrate your strategy. Don’t miss this opportunity to convey your messaging and be creative with other marketing initiatives; this helps to ensure brand identity. Customers might need to hear your message 5 times before they act on it. The brand must be prominent in all aspects of the design: from the logo to the graphics to the font and colour choice.
- Don’t forget follow up. Turning people into loyal customers is going to take more than one mail out; it is going to be a continual process. There is a fine line between smart marketing and pestering your target customers. Direct mail should have a call to action for people to connect with you online as well. By driving people to your website, blog, or social media channels, they are asking to be kept in the loop on new information. This will help to keep them engaged long after the mail delivery.
Direct mail isn’t the newest technique around and I am sure that many online marketing consultants will think online is where it happens! This doesn’t mean it is not relevant. It can be a fantastic way to reach audiences that email cannot connect to, including the people from all walks of live. Email users who apply filters, and people who appreciate getting real mail are increasing. Online marketing has become the new and shiny toy, but don’t forget direct mail is still a reliable way to deliver compelling messages on an individual level. Together, direct mail and online marketing offers to perfect way to turn people into loyal customers.