Some say direct mail is a dying marketing strategy, that it’s going the way of the do-do bird. Untrue. Yes, digital strategies like websites and social media dominate the market right now as a primary means of communication. However, don’t underestimate the power direct mail still has for your business. Not everyone is online. Heck, even those who are still appreciate a direct mailer sent to their home. Nothing compares to the personalization of a postcard offering money saving coupons, deals and specials targeted at a specific customer.
Here are three reasons why direct mail still works:
- Unlike blast emails or website deals, direct mailers can be personalized directly to the recipient. You can pinpoint a particular demographic or household whom you know would appreciate your offering, giving you a better chance of success than random mass emails. When you offer something of value to your customers, address them by name, and give them the opportunity to save money, you open the door to becoming more trustworthy in their eyes. From free meals on birthdays to reminders on oil changes, direct mail relies on the recipient’s past experience with your company, points out the Small Business Administration (SBA).
- When it comes to the direct mailers themselves, you can customize your post cards, circulars, and flyers to communicate your brand and your unique offer. Choose your size, color scheme, font, and eye-catching design to grab the attention of the recipient. Post cards and flyers are ideal for simple, money-saving offers; if you have something more complex to pitch, a sales letter would be a better avenue to take. Keep it mysterious and elegant so the recipient is compelled to open it up. Partnering with an expert like Your Marketing Stuff is wise, as we can advise you on the most effective mediums, designs and colors to convey your message.
- Testing and tracking. It’s still quite easy to track your mailings, gauge their effectiveness, and make changes based on those results. For example, offering coupon codes your customers can redeem in store will allow you to track which mailers and campaigns pique their interest the most. You can even add a URL to a customized landing page that better helps you track your online traffic. Once you find out which strategy is best for a particular offer or demographic, you can further explore it for more advantages.
The personalization of direct mail helps you develop trust with your audience. Don’t miss out on this crucial part of your marketing strategy. It can be very effective, especially when used in conjunction with a digital marketing campaign. Get in touch with Your Marketing Stuff for help designing your next mailer!