Chances are you’ve increased your company’s digital marketing efforts in recent years, but this doesn’t mean you should leave all traditional marketing tactics behind.
Direct mail has been around for decades, and if done right, it’s just as relevant today as ever. Direct mail offers some unique advantages that make it a great way to engage and connect with consumers.
If you’ve neglected direct mail because you’re afraid it’s an outmoded form of marketing, consider these reasons why direct mail is actually excelling as a marketing tool today.
Long gone are the days when physical mail was humdrum and the “You’ve got mail!” notification on the computer was cause for excitement. Today, as people are drowning in digital messaging, an eye-catching postcard in their mailbox can be a welcome alternative.
Many people enjoy getting mail, and that goes for all generations, from kids to seniors and everyone in between. Direct mail is something you can actually feel and stick on the refrigerator or slip into your purse for future reference or use. This tangibility especially appeals to anyone suffering from a sense of digital overload—something many people today can relate to as half of Americans admit to spending the majority of their days in front of a screen.
Initially, direct mail may seem like it’s more costly than email and other digital marketing channels, but it’s still cost-effective—especially when you consider the impact it can have. Direct mail boasts much higher open rates than email, even reaching 90 percent in some cases.
Even if customers only glance at your mailer, that’s still an impression that can contribute to higher brand awareness and brand recall. And it’s not a neutral impression, either. Research shows consumers have a positive association with direct mail ads. In one study, more than three-quarters of respondents said they trusted ads they receive in the mail—far more than most other types of advertising.
Another reason savvy marketers are embracing direct mail is because they understand the choice with digital and traditional marketing is not an either-or. They can take full advantage of digital marketing channels and complement these campaigns with direct mail.
When a customer receives direct mail related to digital ads and content they’ve seen from your brand, it reinforces your branding and could be the extra nudge needed for a conversion. You can even use direct mail to encourage digital engagement. For example, your mailer can prompt recipients to download an app or fill out a form on your website.
So how can you capitalize on the benefits of direct mail? Implement these marketing strategies to ensure your direct mail has a direct impact.
Take advantage of the print medium to create mailers that are visually engaging and tactile. Try out different textures, colors, and designs to create materials that are sure to make your mailer stand out from the bills and junk mail and grab the recipient’s attention.
Customer data is more detailed than ever, and modern tech allows for unprecedented levels of personalization on a large scale. Leverage these tools to form more meaningful connections with consumers. Include names and use adaptive templates to customize the messaging and design elements on each mailer.
Fully integrate your digital and print messaging by pointing direct mail recipients to digital resources. For example, you can include a QR code for a website landing page or app download. You can also print social media handles and web addresses on your mailers.
Track each campaign’s effectiveness so you can better understand what works and maximize your ROI. Some ways to do this include using unique calls to action or landing pages so you can track response rates, and including coupons in your direct mailers that recipients can bring into your business or use online.
Finally, make sure you find a partner who can help you unlock the potential of direct mail. The right marketing partner should understand the importance of both digital and traditional marketing efforts and assist with both. Ideally, they should also help you monitor your campaigns with clear, actionable data so you can optimize your direct mail marketing.
Baesman can help manage your direct mail efforts, from strategy to logistics. We believe in the power of personalization to really connect with your target audience through direct mail. Learn more in our eBook, The Customer Experience Just Got More Personal.