Direct Mail Marketing- Why You Should Rethink It

     Enamored with the benefits of online marketing, many brands ignore direct mail marketing as a thing of the past.   Failing to see a place for it in their marketing mix because it comes with a cost.   Direct mail has proven benefits, offers growth opportunities, and is easily combined with other marketing strategies.

Benefits of Direct Mail Marketing

Direct mail uses a variety of materials like postcards, brochures, catalogs, newsletters and other print.  Most major corporations know direct mail is one of the most effective ways to reach new customers.  Direct mail marketing out performs and gives higher returns on investment than other forms of marketing, including online advertising.

  • It makes up 43% of local retail advertising.
  • Allows you to connect personally with the recipient.
  • You control when it gets delivered.
  • You control how many people you reach.
  • You control what goes in the mailing.
  • 1 in 10 pieces of direct mail get responses.
  • 73% of consumers prefer direct mail.
  • 85% of consumers read their postal mail daily.
  • 40% try new businesses after receiving direct mail.
Direct Mail Marketing
Direct Mail Marketing

Growth Opportunities

Online competition makes it harder to differentiate yourself.  Many companies are returning to direct mail marketing because there is less competition.  Giving their messages more opportunities to connect.  The financial service industry’s direct mail marketing campaigns, to millennials, grew faster than other groups.  What makes this targeting unique is the use of direct mail and it shows signs of growth.

Banks, credit cards, investment firms, and insurers have all increased direct mailings to consumers, ranging from ages 20-39.  Millennials represent 40% of all offers in 2014 up 10% from 2010.  Some notable credit card issuers promote options for phones and tablets with their direct mail marketing efforts.

Businesses need to find ways this generation is comfortable doing business with. Direct mail marketing will continue to build trust and combine offers in the mailings to take millennials online to complete an action.

Easily Combined With Digital

Combined with online marketing strategies improves direct mail marketing engagement and encourages customers to take action.  Receiving direct mail makes people feel valued and most went from the mailings to online activity.  76% of small businesses use both print and digital messaging.

Technology makes it easier to create custom mailings.  Allowing small businesses to personalize messages with different images and offers using special codes.  This allows for tracking which mailings are most successful.

Effective mailings will include key words.  You can involve readers by allowing customers to pick their prize.  Once you send your direct mailing wait several days and follow-up.  You want to ask if your mailing was received, and if not you want to send them another one.

Learning what works from others in your industry is easily done by getting on their mailing lists.  This free information speeds up the learning process allowing you to see what messages you like.  You then can take the information for use in your own campaign.  Read as much as you can from experts in the industry.

Even though direct mail has proven benefits, provides growth opportunities, and is easily combined with other marketing strategies, it is not a guarantee of success.  You need to use the technology and tools available to make your mailings unique.  This will give them a better chance of being opened.

By:  David Baker

References:

Press Release, Direct Mail Isn’t Dead but It’s Certainly Changing, Digital Journal http://www.digitaljournal.com/pr/2456954#ixzz3RuCxE0Pw

Financial Services Sector Sets Sights on Digital-Savvy Millennials Through Traditional Direct Marketing, Reports Competiscan, Herald Online http://www.heraldonline.com/2015/02/04/6766636_financial-services-sector-sets.html?rh=1#storylink=cpy

Direct Mail, Entrepreneur, http://www.entrepreneur.com/encyclopedia/direct-mail

Gendelman, Vladimir, Print’s Not Dead: Print Marketing Will Thrive in 2014 and Beyond, MarketingProfs,  http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyond#ixzz3Rr61fVHY