What Exactly Is Direct Mail Marketing?
Simply put, direct mail marketing is sending printed marketing materials to consumers via a postal service. It can be it the form of postcards, newsletters, flyers, coupons or other types printed items that informs or promotes your business.
The difference between direct mail marketing and other types of advertising; like billboards and online ads, for example; is that you can choose who receives and views the materials. Direct mail can be a highly effective method of reaching your target audience.
You may be tempted to strictly focus your marketing strategies toward online marketing. While that definitely should be a part of your total marketing strategy, don’t make the mistake of ignoring the value of direct mail marketing. It is still a consistent and cost-effective method of maximizing your advertising efforts.
We’ve listed some great benefits of using direct mail marketing for your business.
1. You Can Focus on Your Target Audience
Your marketing campaigns will be more successful when your efforts are highly targeted to a specific audience. Targeting your mailings to specific types of individuals increases the likelihood that recipients will welcome your information. You can target your direct mail campaigns toward consumers who need and want your products or services.
There are sources where you can purchase mailing lists where you can specify parameters of customers you want to focus on. For example, the Direct Marketing Association or Dun and Bradstreet are a couple of sources where you can find customers who fit your parameters. You can also send direct mail marketing information and ads to current customers to encourage repeat business.
2. It’s More Personal
How many people ignore their postal mailbox? Most people check their mailbox every day and sort through the mail, so direct mailings will be right in front of them. This is contrary to email, where the recipient can be so busy they just delete mail from anyone they deem unimportant. Also, inboxes can also be monitored by assistants who automatically delete any ads or promotional emails, so the intended recipient never even sees it.
Multitasking is the new norm in today’s computerized world, causing lots of distraction. Unsolicited emails are just one more to add to the list. That’s why they tend to get ignored or deleted. On the contrary, when a consumer is sorting through and opening their postal mail, they are more relaxed and dedicated to the task.
Because you’re directing your materials to a targeted audience, you can be more personal in your direct mail marketing mailings.You know what your audience is looking for, so directing the sales pitch in your direct mail materials will get results. Make it appeal to them so that they read on without pitching it in the trash.
3. It Can Be Combined with other Marketing Strategies
Your marketing strategy should include a multi-faceted approach. Direct mail marketing can be an intricate part of that strategy. It can be combined with your digital marketing efforts, as well as other forms of advertising.
Cross-channel marketing is a great way to create advertising campaigns that work together. Studies have shown that:
- Brand recall is 40% higher if you follow an email with a direct mail follow up
- Response rate is 26% higher if you follow a digital display ad with a direct mail follow up
So if you don’t incorporate direct mail marketing into your cross-channel marketing campaign, you’re missing out on a lot of opportunity.
4. Easier Measurability
Unlike complicated analytics that are needed to measure the effectiveness of other marketing strategies, direct mail marketing is easy to measure.
Your direct mail materials will have some form of response request in them, so you can compare the number of phone calls or coupons that you receive against the total mailings sent. You can also include a response form where the recipient can let you know if they appreciated the material or not.
5. Increased Trust
Unsolicited emails can be annoying at the least. The recipient may mark them as Spam, or the email provider may automatically send them to the recipient’s Spam folder.
In contrast to spammy email, where the recipient can be unsure of its source, direct mail increases trust in your brand. Consumers can see that you are a real company, with a real address, phone number. The positive effect of holding a physical piece of paper in their hands can actually increase their comfort level. With all the cyber security scams that occur nowadays, they will appreciate the fact that you’re a real business.
6. Detailed Information
No matter what type of materials you use in your direct mail campaign, the amount of space available is surely more than would be available in other online ads, like Facebook, Twitter and such.
Strategically placed and formatted, you can include a lot of important information and promotional items in your mailings. Creative images, coupons, contact information and more can be used to entice the consumer into doing business with you.
Of course, you can also include the same amount of information or more in an email, but as previously mentioned, it may not even get opened or read.
7. Higher Response Rate
Studies have indicated that direct mail marketing has more responses than emails. In fact, according to the Digital Marketing Association, emails have an average response rate of .12 percent, while direct mail’s response rate is 4.4 percent. Your return on investment is definitely higher with direct mail marketing.
According to the U.S. Postal Service, 21 percent of mail recipients visit the sender’s website, 12 percent call a listed number on the piece of mail, and 23 percent will visit the sender’s store when it’s near their location.
The bottom line is that direct mail marketing is anything but extinct in this modern digital age. Consider incorporating it into your overall marketing strategy for best results.
Depend on Minuteman Press of St. Peters for Your Direct Mail Marketing Campaign
If you want to create a direct mail marketing campaign for your business, Minuteman Press St. Peters can provide you the expert printing assistance and guidance for your marketing materials.
We offer free quotes for any project. Even if you don’t yet have a final design, we will discuss your needs and can even help you with the design. We print just about everything your business needs, including business cards, letterhead, brochures, banners, yard signs, promotional products and more. Contact us today for more information and to receive a FREE personalized notepad!