In an age dominated by digital marketing, it’s easy to overlook the power that more traditional methods hold. But one thing that can really cut through all that digital noise is good old direct mail.
What is direct mail?
Direct mail is a marketing strategy that involves sending a physical letter, brochure, postcard, etc to a targeted selection of prospects or customers, for both B2C and B2B.
Why include direct mail in your marketing?
There are lots of reasons to get behind mail advertising when considering how to reach your customers and prospects. It’s a method that can both complement and enhance the results achieved from other channels, as part of an integrated marketing campaign. Here are some of the qualities that make direct mail a good choice:
The personal touch
Direct mail can feel much more personal than its digital counterpart. When your inbox gets regularly bombarded with all sorts of messages, mailings can create an air of intrigue and excitement when the novelty of a piece of addressed mail lands on your doormat (if it’s not a bill, that is!). That rarity alone makes it stand out. Whether it’s a well-designed postcard, a simple letter or a creatively packaged promotional item, physical mail grabs attention in a way that emails don’t.
A tactile experience
In a world where everything is a click away, the feeling of holding a physical piece of mail creates a connection that digital marketing struggles to achieve. It can give a sense of what your brand stands for through the paper and finish used. It also opens up a world of creativity with different formats to explore and captivate your recipients. Mail gives your audience something they can touch, feel and, most importantly, remember.
Targeted precision
With some clever use of data, you can create highly targeted mailing campaigns. By analysing customer behaviour, preferences and demographics, you can tailor your mail and its messages to specific audiences – ensuring a higher likelihood of engagement. This level of precision can be challenging to achieve in the digital realm where users are inundated with generic online ads.
Measurable impact
Direct mail can be just as trackable as digital marketing channels. Unique QR codes, personalised URLs and custom phone numbers can be integrated into mail pieces allowing you to monitor response rates. This level of data-driven insight helps refine future campaigns, making direct mail an increasingly valuable tool in a marketer’s arsenal.
Eco-friendly
Concerns about environmental impact have led many businesses to reconsider their marketing strategies. Contrary to popular belief, direct mail can be eco-friendly. Using recycled materials, minimising packaging and adopting sustainable printing practices contribute to a greener approach to mailings.
Enhance your results with direct mail
Can direct mail marketing boost your business? It can certainly be a dynamic and effective marketing strategy that complements your digital efforts. Whether you’re a B2B or B2C business, mail advertising can offer something different that’s easy to create and simple to track. So, next time you consider your marketing mix, don’t underestimate the impact of a well-crafted piece of mail – it might just be the key to standing out in the crowded digital landscape.
