Businesses today, whether small or large, are constantly fighting to make their voices heard. Digital marketing has swept across the majority of global industries. It’s easy and fast. It’s instantaneous, can be easily tracked (at least in theory), and it offers a virtually endless reach (again, in theory).
The problem is, everybody has jumped on the bandwagon. Suddenly, cyberspace has become incredible cluttered with spam and promotional messaging. In this environment, cutting through the noise and getting your message across takes more focused effort than ever.
But what’s the alternative?
Well, nobody’s going to argue that direct mail should completely replace your digital marketing efforts. But physical, direct mail marketing can certainly be a complimentary aspect of your marketing plan — and it provides a number of unique advantages and benefits. Here are three of the most important.
1. It’s physical
Everything seems to be digital these days, and people are beginning to take notice. We’re seeing trends toward physical objects in many different industries, including books, records and moments. In an age where everything seems ‘virtual’ and impossible to grasp, physical objects and messages have renewed relevance. This is certainly true for direct mailing, which makes use of seemingly outdated medium — the physical mailbox — to send promotional messages to prospective clients. Consider how cluttered the average email inbox is, compared to the average physical mailbox? If you pair with the right direct mail specialist, getting your message across can be easy and effective.
2. It clarifies your message
It’s easy to work up an email and send it out to your mailing list, but these messages are often poorly crafted. Sometimes they even have typos and other obvious mistakes, since they were composed in relative haste. But when you set out to deliver a direct mail marketing message, you (i.e. your business or company) tend to focus more on crafting the right message. Since direct mail is physical, involving printed materials and geographical distribution, attention to the finer details is often greater. This gives companies a good opportunity to sharpen their marketing message.
3. It expands your geographical reach
Working on a direct mail marketing campaign for your company involves a number of factors that are absent from various forms of digital marketing. Considering your geographical reach is one of these areas. An effective direct mail marketing campaigns has to study the neighborhoods and demographics in your target areas more closely, resulting in a better understanding of who your audience actually is and how to reach them.
Designing a direct mail marketing campaign that works
When a direct mail campaign actually works — that is, when the business doing the mailing actually sees a tangible return on their investment, whether in the form of sales or new customer engagements — it’s never by accident. Successful direct mail campaigns are always meticulously designed. They exhibit a clear understanding of the company’s promotional goals, and the best ways to reach them. It focuses in on messaging, design, demographics, timing, and puts all of these together to achieve great results. But if you want these kinds of results for your business, it pays to seek help from a reputable direct mail specialist who has years of experience and training, and will work with you to reach the best possible outcome.