As a marketer, I’m often asked if direct mail is dead, which is a very interesting question.
However, from my experience, I don’t think so, but, the rules have changed. The decline in volume of post we receive means it’s a good thing for marketers. Less post, gives us more opportunity to stand out.
Responses from Direct Mail are increasing
Although digital may still be great for remarketing and brand awareness, direct mail is still one of the most effective marketing channel to gain new customers and to keep them.
Direct Mail Connects with Your Audience
Direct mail helps you connect with people on multiple levels. Why?
- It’s Personal
Personalisation isn’t just something you can do with your digital channels – it works for direct mail too. Tailoring your message to specific customers makes your piece more engaging. Adding a name to your direct mail piece can increase response rates.
- It’s Engaging
Because we spend more time interacting with printed materials than we do digital, we react differently to them. A study of interactions between our brains and marketing messages shows holding a physical mail piece triggers desirability and improves a prospect’s perception of your brand.
Direct mail is also memorable. Studies show brands that advertise with direct mail make more of an impression on customers and are more likely to be remembered than those who don’t.
- It’s Trustworthy
Studies show that people trust direct mail over anything digital. Direct mail also feels more credible because you can open it at your leisure, and it’s not as in-your-face.
- It’s Tangible
Another benefit of direct mail is that you can hold it in your hands. You can use interactive elements to grab your audience’s attention as soon as they receive your piece. Or you can include promotional gifts they can use. No digital channel can offer this degree of tangibility or make such a persuasive appeal to the senses.
- It Gets Attention
How many emails do you receive each day on average? How many direct mail pieces do you receive each day? Less mail to sort through means prospects are more likely to take the time to read your piece. And when consumers give you their full attention, there’s a better chance they’ll notice your offer and quickly take advantage of it.
- It works well with Digital
Direct mail is also used to complement your digital marketing channels. Direct mail paired with digital advertising is proven to produce higher conversion rates. Following up a direct mail piece with an email (or an email with a direct mail piece) increases the impact of your marketing and helps keep you top of mind.
The rules have changed – my top 5 tips
Recently we did a direct mail campaign to reach animal charities and achieved a 1,000% return on investment, we did this by following these tips:
- Know your audience – we knew who we were talking to and had a clear picture of them, who they are, what they liked and didn’t like, where they hung out, what they liked to read etc.
- Personalise – we are genetically programmed to recognise our own name and respond to it. Personalising your direct mail is easy to do and will increase the open rate – using generic terms such as ‘Dear Occupier’ doesn’t build rapport or relationship.
- Keep it simple – we are all busy and you only have a couple of seconds to make a first impression. Make sure you have a clear message and call to action so that your audience know exactly what your offer is and what you want them to do. Lack of clarity, means they are more likely to throw your direct mail piece in the bin.
- Stand out – we all are attracted to things that are different. Consider using coloured envelopes / paper, different size mail pieces, hand written envelopes and an offer on the outside of the envelope. Pique their interest and avoid making your mail piece look like another circular or bill.
- Go lumpy – we all like receiving presents, especially if they are unexpected. Consider sending a small value, relevant item with your direct mail piece to key prospects. Depending on your audience, depends on what you send – over the years we’ve sent items as diverse as paddles, branded muffins and growing kits. The key here is relevant and something that supports your message.
To summarise:
Direct mail continues to be one of the best ways to get your marketing message in front of prospects. It offers response rates that are often superior to online advertising, and you don’t have to compete for precious attention in the hectic online world. Plus, direct mail provides another touchpoint for consumers – boosting the effectiveness of your other marketing channels.
While it may be tempting to focus solely on online marketing, it’s clear that tried and tested advertising channels like direct mail can pay off in ways digital ju
