Direct Mail is a decades old very effective marketing technique which introduces the seller to the buyer in their own home using the postal service.
Some definitions available online
We’ve written many articles about direct mail on our blog, but thought it would be useful to investigate and explore the definition of direct mail. We will start by listing three online definitions of direct mail, just to give you an insight into what a high-level definition for direct mail is:
- Cambridge English Dictionary – “The activity of marketing products and services by advertising through the mail”
- Entrepreneur.com – “A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.”
- MacMillan English Dictionary – “Advertisements posted to people at home”
Essential elements of a great direct mail campaign
We think all of the following define a great direct mail campaign. We can’t include an entirely exhaustive list here, but all campaigns need to include the following:
- Delivers great ROI – there’s no point to the campaign if ROI is not achieved
- Is personalised – the campaign must be personalised to your customer’s requirements
- Is optimised to provide the best response rates – a large number of techniques can be used to achieved this
- Embraces the use of technology – A variety of technologies are available to use in conjunction with direct mail projects, e.g. PURLs, NFC, Augmented Reality, etc.
- Is measured and tracked – Stats are available, A/B tests are applied to ensure the best results, response tracking is measured
- Uses cleansed data – Data is cleansed through PAF and other means, this will increase both response rates and campaign ROI
The definition continues to change
We’ve written various articles about “direct mail not being dead”; this is true for a number of reasons. It’s especially true because direct mail still delivers great ROI and in these high technology times is adapting and changing all of the time. So, as the definition continues to change, it’s important for users of direct mail to understand every technique available and how these can be used to create the perfect campaign.
Define your own version of Direct Mail
We hope in this article you’ve learned more about direct mail. We’d now encourage you to take this academic knowledge and convert it into a successful direct mail campaign. It’s time to create your own definition and plan/execute a strategy, which will work effectively for you.
Baker Goodchild has massive experience in delivering direct mail campaigns and we can help your organisation. Contact us today for a friendly chat about how you can utilise the power of direct mail to the benefit of your business.
Image Credit: Hybrid Ideas