In marketing today the focus has been on what the online world can do for you and direct mail marketing has fallen by the wayside. You’re missing out on a huge opportunity, and you might want to take another look at what direct marketing can do for you. Here’s a look at why you shouldn’t ignore direct mail marketing.
Mail campaigns are more personal
Email has become so commonplace that most people have half a dozen or more email addresses. Research shows that only about 20% of emails are actually opened and the rest are sent to the cyber trash can. If you want people to see your offer then direct mail has a better success rate of getting opened. Personalizing a mailer can help to create an initial connection with a potential customer. Here are some more tips on making direct mail work for you.
Something in Hand
Even though digital should be a part of your strategy, having something in hand will always grab attention. People are still using coupons from Sunday newspapers and flyers. Many don’t have a printer or will take the time to print out a digital offer. There is still a huge demographic without a smart phone or that download smart phone apps that offer virtual coupons.
Every advertising agency understands the power of data, Google built an entire business based on having huge amounts of data. You can use direct mail and target an ideal audience. If you want to target homeowners over 50, or target business owners, not a problem. Marketing companies use specific analytic programs that can put together a target mailing list of potential customers. You can narrow down the geographical are and find the customers most likely to respond.
One of the goals of a direct marketing campaign is to keep your brand in the consumers’ mind. Don’t overlook the value of brand recognition, just look at what it has done for Apple. Consumers are more likely to keep a piece of tangible mail far longer than an email. It is unlikely that customers even see the contents of your email but people keep fliers around far longer. In fact you probably have a drawer full of restaurant menus…so it does work.
Direct mail can promote your web presence
Direct mail campaigns don’t interfere with your online marketing efforts. Direct mail does the opposite in fact, mailers will include your website information and other contact information on the flier. You can kill two birds with one stone, promote your business and your website at the same time…it’s win-win.