Direct mail is one of the most profitable and effective ways to reach out to both new and existing customers or clients. It makes it easier to communicate with your target audience at a personal level, unlike other marketing campaigns where you do not know who receives your message and what they will do afterward. Direct mail gives you control over who receives your message, how many people you reach, and when it is delivered.
Many small businesses and marketers may be concerned about whether they can rely on direct mail marketing or whether they can afford the costs involved and properly track their progress. In this article, we will be looking at how effective is direct mail and the benefits of using direct mail as part of your marketing strategy.
Does Direct Mail Still Work?
Entrepreneurs who have been in the marketing field for several years probably have a lot of experience on how to use direct mail. A well-done mail piece can stand out from other forms of marketing campaigns as it has a strong perceived value and creates more desire to purchase a product or service. Although traditional forms of advertisements have been dominated by online marketing, direct mail remains highly relevant and appropriate in the digital age, as it is affordable and engages customers at a personal level. Before you start using direct mail marketing strategy, it is important to define your audience, send out a few test batches, and have a call to action that clearly explains what you want them to do.
How to Measure the Effectiveness of Your Direct Mail
- Exclusive Offers
If you are promoting a product or service, then you should offer something unique to your audience that they cannot turn down easily. You can track the effectiveness of your promotion by sending out coupon codes and tallying up the number of customers claiming your offer. Tailored coupon codes that are generated for specific demographics or regions can also provide additional information about your target demographic. You need to make the offer clear so that your customers can know what action you are asking them to take.
- Trackable Phone Numbers
Choose a phone number that is specific to your direct mail if your business requires customers to call you for more clarification on what you are offering them. This makes it easier to monitor responses from your target audience. You can hire an agent company that is focused on tracking calls as it allows you to get professional analytics that can improve your future marketing strategy. It is important to have an idea of how well you will handle and track positive responses.
- Use a Clean List
One of the most essential components of a direct mail campaign is having a clean list. Packing old contacts and incorrect addresses only creates a wasted investment since very few people will receive your special offers or call to action. The mail addresses and names of your target audience should be accurate and currently active to reach a larger group of people at the same time.
Benefits of Using Direct Mail
- It Can Have a Bigger Reach
Direct mail has the potential of reaching a wider demographic compared to electronic advertising especially if your audience rarely uses social media or other forms of online advertising. It also strengthens relationships with existing customers making them want to purchase more of your products or services.
- Improves Your Brand’s Visibility
Direct mail delivers the message, image, and brand logo in front of the customer’s face. Since a direct mail piece needs to be touched physically, people will still be interested to read it even if it is thrown away. Response rates are comparatively high since customers do not want to miss any new offers.
- Creates a Connection with Customers
Direct mail helps to connect a brand to potential customers. Personalization of the mail piece has the power to connect with customers by evoking emotion or make them feel special. Small gestures such as a handwritten signature or note can make your marketing more memorable and appealing to both potential and existing customers.
Many companies spend most of their efforts and investments in digital marketing while scaling back on physical marketing campaigns. Although direct mail may seem obsolete but is very effective as it is easier to be noticed and stand out from other marketers. Even if they do not use your special offer or coupon code right away, they may be inclined to hold on it for a while especially if it is something they may need in the future.