How Is Direct Mail Still Effective?
By Paul Miller
Direct mail marketing is one of the oldest marketing techniques on the books. With all the
advanced digital marketing options available now, many business owners make the mistake of thinking that direct mail is no longer effective in the modern world. In this article, we’ll explain how direct mail is still effective for your marketing strategy, so long as you repeat it monthly.
1) It seems more personal
With direct mail, you can address the customer by name and address their personal needs.
Email marketing is one email sent out to a mass list of subscribers. These emails tend to be
more generic in order to be applicable to everyone. Direct mail already has to be addressed
personally, making it easy to personalize everyone you send. It’s far more effective repeated on a monthly basis.
2) It can boost your digital marketing
Direct mail marketing is extremely easily integrated with your digital and social media marketing.
It gives you another opportunity to put your brand in the eyes of prospective customers. It could also help drive more traffic to your website and social media, bringing it to the attention of those who might not have known of its existence. This is most effective when direct mail is sent out monthly.
3) It’s tangible
Direct mail is a physical object the customer can hold onto. People check their mail daily, unlike email, and, even if they do throw the ad in the trash, they have to see it first, then physically put it in the trash can. With email, they can delete it without even opening it.
The tangible nature of direct mail also means the customer can hold onto it. If it includes a
coupon, discount code, QR code, or menu/price list, they’re more likely to hold onto them,
causing them to see your brand more often, or give it to a friend.
4) It’s good for customer experience
Direct mail’s personal touch is a nice addition that helps customers to feel connected with your business when sent out on a monthly basis. They’re part of the group, get regular updates, and feel as if they know what’s going on in your business. It allows you an opportunity to be transparent with your customers and reach out to them in a more personal way. If your customers feel like they can trust you, are personally connected with your company, and are kept in the loop with your brand, they’re more likely to come back.
5) It allows your brand to be more present
Using direct mail in addition to your digital marketing campaign can help to keep you brand in the eyes of the customer and make you seem more present when done monthly. In the same way that social media marketing shows that your company is present, direct mail shows your customers and potential customers that your business is caring and active.
Direct mail can make all the difference in your business’s marketing strategy. Many business owners make the mistake of thinking that this type of marketing is dead, given all the digital marketing options available, but the reality is it’s very much alive and can be the best addition to your digital marketing strategy available. Start your direct mail strategy today and keep it up monthly to truly reap its benefits.