Some business owners may think of direct mail as a historic marketing strategy and essentially they’re right.
Direct mail has been around far longer than email, social media and the internet but this doesn’t mean that it’s irrelevant in today’s digital world. Many of the top brands are still using this so-called ‘historic marketing strategy’ to achieve great results in 2015.
Here, we’ll take a look at why direct mail should be a vital part of your marketing strategy.
It’s highly targeted
One of the key benefits of using direct mail is that it can be tailored to a specific audience. Brands are able to send out personalised offers and recommendations to their customers, helping to generate customer loyalty and encourage them to make a purchase.
Direct mail is tangible
Unlike email marketing and social media marketing, direct mail is tangible. It can be delivered direct to prospects’ doors and picked up with their hands. Many studies have looked into the tangible benefits of direct mail and found that people are more likely to trust and remember something they’ve physically picked up and read.
Older generations are familiar with the format of direct mail and are therefore more likely to trust it than newer forms of marketing like email. Whilst younger generations are probably less familiar with direct mail, it is more likely to stand out to them, unlike an email, which will be swamped in their overflowing inbox.
Direct mail is very cost effective. Work with a direct mail specialist like Baker Goodchild and you’ll benefit from bulk printing and mailing rates for each campaign.
Results can be measured
Results from direct mail marketing campaigns are easy to measure, without the need for complicated analytics software. All marketers need to do is include a unique voucher or PURL in each piece of direct mail and every time the voucher is used or the landing page is visited, they’ll know it’s because of their direct mail campaign.
It can be integrated with technology
When it comes to marketing your business, you haven’t got to choose between traditional and digital media. Integrating the two mediums will actually make for the most profitable results. Direct mail can be integrated with a wide range of technology include QR codes, PURLs and augmented reality apps to increase its value to brands and help them achieve their marketing goals.
Direct mail definitely still works today; complete our contact form and we’ll call you back to discuss how direct mail could work for your business.
Image Credit: Howard Lake