Real is to Feel – Why Direct Mail Marketing Isn’t Dead
07/05/2019
6 Easy Ways to Personalise Your Direct Mail Marketing Campaign
01/07/2019
Have you ever considered using a direct mailing campaign but thought it was too old-fashioned and clunky?
But you see the benefits of some direct mail that comes to your own home. It can be compelling, drawing you in to follow up, take action or make that purchase.
The truth is, you need to consider a few things before going ahead.
- Whether it fits your industry and message
- When the campaign is executed
- And how it’s completed.
The goal of a direct mail marketing campaign is to get your audience to take action. You’re in it to generate leads, encourage brand sharing and enhance brand awareness.
But the way you send direct mail changes its effectiveness. You need the material to connect with the audience.
And there are specific times and conditions when that happens.
National holidays & changes of seasons
People are receptive to marketing during all types of holidays. Particularly Christmas. They are expecting to receive promotional postcards and other offers. They are also anticipating solutions to the problems they face.
The same applies for Easter, Mothers Day, school holidays, or seasons such as spring.
Discounts, special offers or relevant information helps people make decisions. It takes the guesswork out of the many choices they face at that time of the year. You’re giving them a solution.
Customer’s birthdays
Like holidays, most people are open to receiving cards or gifts on their birthday. People are often surprised and delighted when they receive a gift from a seemingly impersonal business.
If you send your prospects, customers, and/or clients a gift, they will think of you as being generous. Consider a discount on a meal, free drink or unique code for a time-limited discount.
By giving them something, it positions your brand perfectly for future marketing endeavours. It’s a simple way to put your brand out there and impress your audience.
Intend to reach a variety of demographics
If you run an email marketing campaign, you’ll reach a specific demographic. The same is true of Facebook and Instagram ads. Different groups of people use different technologies.
If you’re trying to reach a broad demographic or at least a substantial portion of people within your locale, direct mail could be the solution.
Most people read their mail within 2 days of receiving it. Very few people discard mail before they look at it, because they want to make sure they aren’t throwing away something valuable.
If you want to reach a variety of ethnicities, genders, or age groups, direct mail is your ticket.
Send when you have time to follow-up
It’s one thing to run advertisements, curate content, and optimise your website in your search for more customers. But you need to ensure that leads are followed up and get the attention they deserve.
When someone responds to your direct mail campaign, either by visiting your website, opting in, or participating in an event, you should connect with them.
Many times. Not just once. That is where your sales are made, and your brand gets recognition.
It’s best to embark on a direct mail distribution when you have time to follow up with leads via email, phone or text. Following up is crucial to implementing a successful direct mail marketing campaign. You need to be willing and able to nurture leads.
It’s worth noting that direct mail, helps people to gain your trust. So this opens the way to an easier follow-up call. And if people trust you, they will buy from you.
Send when you have something to say
The best time to send direct mail is when you have something to announce or significant value to provide.
The reality is, consumers are being exposed to plenty of marketing messages during daily life. You need to have a compelling story or an appealing offer for it to get through the dross.
If you have a fascinating direct mail campaign that is different and unusual, then people will not forget.
Send when you have a digital presence
Unless you have a reputable local business, having an online presence in addition to your direct mail marketing is paramount.
A considerable amount of people engage first on social media as a result of receiving direct mail. But that engagement is no guarantee of sales.
Think about it this way: if the website URL is on the direct mail piece and obvious with a code for a digital coupon, people will more likely take immediate advantage. Or at least look the store up.
However, you need to make it clear where the person has to go and what they have to do. A strong call to Action (CTA). Your direct mail campaign will only be as good as the process you put into place for the customer to follow.
The take-home point here – you need to leverage digital marketing and direct mail together. When you do, there will most likely be an increase in leads and conversions.
Final thoughts
No one runs a direct mail marketing campaign to throw away money. You want a response. To generate leads, increase brand awareness and make sales.
To avoid wasting your marketing budget, send your direct mail campaign at the right time, and in the right way. Focus your direct mail efforts during the relevant holiday periods, change of seasons, customers’ birthdays.
Make sure you have something exciting or valuable to contribute and time to follow up on the leads.
You can use direct mail to reach a variety of demographics, that you might not connect with online. But make sure you’re using your online presence in collaboration with the direct mail campaigns.
Active Mail is a professional mailing house that covers all points of the direct mail marketing process, from collaborating on your creative, through to data tweaking and full production of all elements.
Our experienced staff will take the stress and headaches out of developing a professional Direct Mail Marketing solution to fit your unique business.
Take the first step and contact us for a no-obligation consultation.
