People open mail. How many e-mails have you deleted recently without even viewing them? That’s right; you knew they were marketing e-mails, and you simply weren’t interested.
But when a physical letter arrives at your door, especially if it looks interesting, it can be too tempting not to open it.
In the current high-tech era, sending postal letters may seem antiquated, but the fact that people still open mail means direct mailing is a really fantastic chance to make an impact.
For example, CX Services in the United Kingdom continues to see huge benefits for clients through targeted direct marketing that yields fantastic leads and conversions.
What Is Direct Marketing
Direct marketing or direct mailing refers to marketing where paper advertising is posted to targeted audiences through a postal system.
You could use the post or any other delivery company to drop off direct marketing material at the recipient’s home.
There are several forms of direct mail that you might utilise, including:
By its inherent character, direct marketing is the antithesis of permission-based advertising. Contrasting direct mail and e-mail, advocates of direct mail don’t deny that much of it can be unsolicited.
But that doesn’t make it less effective. Indeed, the surprise of receiving physical marketing items in this day and age can positively impact leads.
Direct mail is so successful because it lands in the hands of the addressee when they need the service or item being promoted. But hold on, how do direct marketers know that the recipient wants the advertised product? That is where market research plays a vital role.
When targeting audiences, consider relevant statistics to indicate who might be interested in the service or solution.
For example, suppose an older couple has just arrived back from a vacation on a cruise ship. In that case, you might want to mail them a postcard showing that very ship so that it triggers a positive memory. The text on the postcard could invite them to book again for the future and offer a discount.
Recommended H2: Here’s Why Direct Marketing Is Still Effective
1. Direct Mail Works With Digital Advertising
Learning that direct mail and digital marketing can be wonderfully interlinked may seem surprising for many new to the two services.
You can never depend on one marketing strategy to deliver your message. You must always blend several channels to create a cohesive campaign strategy.
Direct mail is an additional medium that can support your digital marketing strategy.
For instance, consider mailing a postcard with a message to the individual’s home address. You can include a QR code that the addressee could scan to take them straight to your digital promotion.
By managing the details smartly, direct mail can enhance the personal character of your digital advertising.
Consequently, fewer will reject your pitch as your campaign won’t seem like bulk mailing.
2. Track The Success Of Direct Mailing
Now that we live in the digital age, there is a more precise way to track the responses to direct marketing campaigns. Previously, we could only rely on people submitting the attached forms back to the company in the past.
Now there are digital footprints that can be attached to the physical campaign. We mentioned the QR code above, and that’s one way of promoting the campaign and tracking where your leads are coming from.
Give out a specific telephone number or e-mail address on the physical mail so that when it is phoned or e-mailed, you know it’s coming from that direct mailing campaign. Another approach is to ask people to quote a specific code when responding via telephone.
When putting your website on the direct mail, direct the recipient to a certain landing page. You can then be sure that the traffic landing on that page comes entirely from your physical direct marketing strategy.
3. Mail Has The Charm Effect
Once digital marketing evolved, many companies and organisations dropped direct marketing for e-mail.
In 2020, Royal Mail announced a historic 33 per cent fall in mail levels. The number of letters being sent has been falling ever since your 2.4 children nuclear family got e-mail.
But that doesn’t mean direct marketing isn’t successful. Indeed, fewer letters mean less competition. The charm and surprise of receiving a personal letter these days have been heightened because this experience is becoming rarer.
So if you are running a direct marketing effort, it now has a better shot at getting noticed because there are fewer competitors in the game.
4. Direct Mail Has A Physical Advantage
You can hold a postcard and physically open a letter with your hands. E-mail does not have the tangibility of direct marketing, which gives it an advantage.
A physical postcard or letter could include a coupon taken to a store or used as a digital gift card. The fact that there’s a physical element cannot be ignored in marketing.
Direct mailing goes beyond the computer screen into the recipient’s home and offers them an advantage they can hold.
That physical element can lie around the house as a constant trigger for action.
5. Tap Into The Millennial Market
You wouldn’t think that young people would be interested in getting letters, but the fact that they don’t receive many is a big advantage.
Now that fewer letters are sent, those received are appreciated by younger people who never lived in the days of mass communication by the postal service.
So give Millennials the experience of receiving something personal that’s directly addressed to them and triggers a recent experience of buying an item or having visited a hotel.
By sending it in the postal service, not only are they likely to read it (who doesn’t read a postcard?), but they can’t just delete it without handling it first.
Young people look forward to receiving postcards for their nostalgia, and we can tap into that to give them benefits they’ll enjoy as consumers.
So, yes, digital marketing is the popular medium in today’s world, but leading brands and companies still know direct physical marketing – it works. The key is to use both digital marketing and direct marketing simultaneously, as one blended marketing campaign, to harvest the potential of both.
The physical element in direct mailing will always ensure its place in any modern company’s marketing strategy.