These days, some companies are choosing to focus their marketing solely on “cheaper” alternatives like email, web and social media marketing. What they are ignoring is that people read their mail. In fact, studies show that most people and businesses read it on the day it arrives. Direct mail (targeted mailings) is a proven method of marketing that is tough to ignore, even in the face of all this new technology.
With direct mail, the relationship the mailer has with the target audience is extremely important. A “cold” mailing list, which contains people whom the marketer has had no prior interaction with, typically has a fairly low response rate compared to a “hot” list, which includes people the marketer knows, such as current or former customers. We can help you increase your response rates with both lists by creating attractive, eye-catching material that the reader will respond to. There are lots of ways to get a reader’s attention, such as handwritten addresses, notes and odd shaped envelopes and packages. But gimmicks aside, full color postcards are a great way to catch a reader’s eye and harness the power of direct mail. I really like postcards because they are reasonably priced and in your face and that means there’s less of a risk that the reader will toss the piece before seeing or reading it.
As we discussed in a prior post, direct mail can be an important element of a company’s larger marketing strategy. Email, web, social media, print. Through print/direct mail, potential customers can be introduced to and learn more about your company. Recipients can be directed to any one of a number of custom landing pages on your website, increasing visibility as well as web traffic. And, with variable data publishing (VDP) allowing for the customization of each printed piece, the right message can be sent to each person on your mailing list. The message delivered to a cold prospect and a hot prospect should be different, don’t you think? For the potential customer a great discount or 2-for-1 offer may be a good pitch to get new business. For the current customer you’ll want to send a different message, such as an announcement or an invitation to a private event. You can send each reader into the funnel of your choice, all within the same mailing campaign.
Certain types of businesses do extremely well with direct mail campaigns. Companies which provide services to the local community are a great example. If the right message has been sent, direct mail has the company firmly planted in a customer’s mind when it comes time to make a buying decision. Targeted business to business mailings are also successful.
So, what do you think? Can your business afford to ignore the power of direct mail? Give us some feedback below…