As many companies search for new ways to reach their customers and prospects, traditional marketing approaches such as direct mailing have been replaced by online advertising. But direct mail still offers one of the most consistent forms of advertising. Over the last number of years, there has been a resurgence in direct mailing. Used correctly, a business can enhance their connection with their customers or initiate relationships with new potential customers. Here are some of the advantages of direct mail:
Lifespan
Emails are often checked travelling to work or during working hours whereas direct mail is received at a completely different time. Direct mail is mainly received outside of working hours, with the recipient in a different emotional state hence why direct mail has a greater lifespan than emails. Emails have an average lifespan of 2 seconds whereas direct mail has an average lifespan of 17 days.
Personal
Direct mail as a physical object, provides the personal touch of time and space required to get the attention and appreciation of the recipient. Computer programs are also available which allow mail to be individualised by placing the recipient’s name on the documents. Addressing a customer’s name can only enhance their experience.
Cost effective
Direct mailing campaigns can be designed for any budget. Small quantity test runs can be set up to find the optimal parameters. Printing companies can manufacture colourful brochures and documents to catch the customer’s eye. The type of paper stock used and number of design hours can vary the price.
To reduce the cost of design, provide the graphic designer with a detailed description of the product you require. Be sure to include the layout, colours, supply text in Microsoft Word, fonts etc. Ensure any images or logos provided are of high quality (do not pixelate when the image size increases). Do not supply designer with powerpoint slides. All of this will decrease the time designing, therefore, reducing the cost.
Targeting
Customers can be targeted but planning is important to identify your target audience. Spend time identifying the customers most likely to need or want your product or service. This is probably the most important factor of direct mailing. Lack of preparation spent on target audience research can majorly affect the outcome of the campaign. Mailing lists can also be purchased through mailing list distributors.
Measurable
Direct mailing campaigns can be monitored pretty easily by attaching coupon codes or return forms and calculating the response rate. Response rates are key for analysing the campaign and for planning future campaigns.
Highly informative
Companies often mail out multiple documents (brochures, catalogues, letters etc). There is inserting equipment available capable of inserting multiple documents into a single envelope at rapid speeds. These machines help to reduce labor cost if there is any manual labor involved.
Despite the amount of money injected into online marketing campaigns, direct mailing still has a place in marketing campaigns and it won’t die any time soon. Direct mail provides the customer with something which online marketing and emails don’t. It is a physical object and there is something uniquely personal about direct mail. It may cost slightly more but it is more effective than other online marketing tools as it receives more time and attention from the recipient. Direct mailing is a great option for any company looking to launch a successful marketing campaign and create a trustworthy relationship with their customers.