However, direct mail is still a great way to promote products and services and reach out to both potential and existing customers. Therefore, direct marketing should not be ignored because it can still be a significant game-changer for your business. This article looks at the effectiveness of direct mail in marketing.
- It Helps Your Business Get Noticed
Direct mail marketing is a great way to build brand awareness because it puts your business’ logo and image in front of your customers.
This is quite good compared to other marketing methods like email and social media where messages remain unopened and are seen as spam. For direct mails, your message has to be seen and touched before a customer makes a decision. Additionally, opening direct mails has no risk compared to emails, which could lead to hacking or a breach of privacy. Since customers would not want to miss deals, response rates for emails are quite high.
- Gives a High Return on Investment
You may not know this but direct mail marketing can be profitable. When compared to digital means of marketing like paid advertising, direct mail can return you more money. In fact, direct mail has one of the highest returns on investment after email and social media. Bearing in mind that direct mail has one of the highest response rates compared to other marketing methods, you should not be surprised that this marketing method has a great return on investment.
- It Helps Your Business Connect with Customers
Direct mail allows you to connect with customers in a more personalized way. This evokes emotions, enabling you to have a better connection with your customers. An action like adding a customer’s full name improves the response rate in a significant way. In addition to this, direct mail can connect with people of any generation. Some people, especially the elderly, are not very active online. Therefore, digital marketing can be a bit useless when targeting such a demographic. It can also work with the younger generation who would see it as a less intrusive method of marketing, bearing in mind they keep getting bombarded by ads online. In short, direct mail is a humanizing way to reach out to customers.
- Direct Mail is Unique
The fact that direct mail is less common makes it quite unique. If you look at this point, it might not look like a good thing. However, it can be quite advantageous because it will set your business apart. If you are the only one using it, customers will regard you to be more serious compared to your competitors. Additionally, your mail stands a higher chance to be seen. This is different from emails where people are bombarded by emails from marketers every day, meaning yours has little chance to be clicked on. Direct mail hence works quite effectively even in this digital age because it is different.
- Direct Mail Gets Full Attention
When a potential customer opens their mailbox, they will not just throw away your mail before taking a look at it first. They have no idea which mail requires a lot of attention and which does not. They have the fear of missing important emails. Due to this, they cannot throw them away without peeking first. This is quite different when compared to other marketing methods like emails and social media. One can easily see the subject of a promotion or advertisement by glancing. You do not need to open an email to see the message. The digital space has thousands of advertisements and you are competing with many businesses for a customer. However, when you use direct mail, you are probably the only one promoting a product or service. This gives you more chances of success with that marketing campaign.
As a marketer, you need to be open to almost all kinds of marketing, including direct mail. Research shows that when an offer is both in print and online, it is likely to catch an individual’s attention. This emphasizes the benefit of integrating mail into your marketing campaign. One thing to note, however, is that direct mail marketing works great when combined with other ways of marketing. It is important to leverage a variety of marketing media channels to reach and engage customers across different touchpoints.
