Is direct mail dead? This seems to be the million-dollar question. In the age of new, fast and global marketing and advertising tools, direct mail seems to lag behind its more illustrious peers such as online or mobile marketing methods. However, the reality on the ground is that direct mail continues to be a key tool that markets brands directly to target audiences. That said, what are some of the reasons why businesses still prefer direct mail?
Personal
Direct mail is increasingly used by businesses looking for a reliable and affordable, yet exclusive way to reach their target base. In the age of numerous digital communication platforms, the missing factor is often personalization. Campaigns on the digital space can sometimes feel artificial. To some people, it can feel like a one-size-fits-all kind of approach.
Direct mail employs a personalized approach like starting with their name. According to Dale Carnegie, “a person’s name is to that person the sweetest and most important sound in any language.” Studies show that personalization in marketing can boost conversions and help to increase revenue.
Promotes Trust
People are likely to build trust in brands that go out of their way to personally engage them. Direct mail offers the perfect setting for this. Digital marketing methods such as promotional emails are sometimes viewed as suspicious. One might disregard the tens of promotion emails crowding the inbox. Some links might even be seen as suspicious.
However, direct mail clears this hurdle as well. Personalized mail items show that someone has indeed thought of this person and wants to engage them on a personal level. Individuals might find it easier to trust brands that show this effort.
Decent ROI
Are you surprised that D.M has a decent ROI? Well, some studies have even put direct mail marketing behind email and social media. Every marketer is looking to boost conversion rates. The higher the conversion rate, the more the revenue. Indeed, it is a game of numbers. Considering the costs of digital marketing vs click-through and response rate, direct mail still has a solid position when it comes to reaching out to potential customers.
Brand Visibility
Direct mail offers a platform to showcase your brand on a personal level. Brands that engage potential clients on a personal level can build trust among potential clients. Potential clients are likely to seek out your brand and the products offered, especially when they feel that they also know you on a personal level.
Boosts Online Traffic
If you have an online store, using direct mail campaigns to drive traffic to your website can be immensely beneficial. According to the people behind this site, a creative way to draw people is incorporating a gift card code on your direct mails. Users can scan the code and be taken directly to your online store. Talk of moving from physical to digital in a simple way.
Exclusive Advantage
Marketers are always on their toes, designing the best campaign to reach more people. If there are any leaks about the campaign, it may pose some serious drawbacks on their strategy. Direct mail mitigates this challenge quite well by ensuring that a campaign remains private and secure until it reaches the target. By the time your competition learns about your campaign, it will have reached its target and you will be a step ahead of the competition.
Effort Impresses
People get impressed by the effort. When you mail people directly, appealing to their senses with well-designed mail pieces, they are likely to give your campaign some attention. Recipients might even feel inclined to respond to your campaign, acknowledging the effort invested in marketing.
Reach Household Faster
Most households have a mailbox. What better way to reach their owners than through direct mail? You can even utilize demographic data to better target the recipients. Besides, it is a sure way to cast your net wider to reach more people.
Customer Loyalty is Key
Direct mail offers the platform to engage loyal customers directly. You can reach out with important updates, new products or any communication of choice, making them feel valued and appreciated.
In modern times, marketers are spoilt for choice in the method to use in their campaigns. Despite the advent of modern marketing platforms, direct mail continues to offer an opportunity to reach people directly with tangible mail pieces like newsletters, brochures and catalogues. It is also a platform that can combine physical with digital, helping marketers optimize their campaign messages and increase brand visibility to boost revenue.
