5 Ways Direct Mail Can Impact on Your Business

A direct mail campaign is a great way to reach your customer or prospect. In a world of digital, the novelty aspect of something tangible arriving in each target’s hands can have a positive impact on your business.

Direct mail is always cost-effective, easy to produce and when done well, is likely to be shown and shared with others. Let’s look at some of the other business benefits direct mail offers your brand.

5 Reasons Direct Mail Delivers Real Business Benefits

1. Gets You Up Close and Personal
Adding a personal touch to your direct mail piece – such as a name and/or other relevant information such as a birthday or anniversary – helps nurture your relationships, make customers feel valued and more likely to buy from you.

2. Keeps Your Business on Target
An added bonus of direct mail is that it can be tailored to the specific targets your business needs to reach. Customers and prospects are far more likely to respond to information and campaigns that relate to their specific needs and direct mail lets you customise your promotions accordingly.

3. Familiarity Helps Breed Loyalty
Direct mail has huge appeal to your targets, particularly when their inboxes are flooded. In fact, plenty of email users admit to not opening and reading messages. Direct mail on the other hand is a familiar format that is both comforting and appealing – helping your business stand out from the crowd.

4. Enhances Your Marketing Efforts
Direct mail is perfect for building a promotional campaign that combines traditional print with online. Direct mail lets you target customers and prospects to take action such as redeem an offer, visit your shop, make a phone call or head to your website to learn more about your business, sign-up for a discount or to your blog or newsletter.

5. Measurement Made Easy
When you’re busy with the day-to-day running of your business, it’s comforting to know that the success of your direct mail campaign is easy to measure. Rather than reviewing complex analytics, you simply need to track the number of offers redeemed or enquiries made to know if your direct mail piece has been a hit!

Direct Mail Tip:
Don’t forget to update your customer records to ensure your direct mail campaign success. It’s important to have a quality database that includes current contact details of the people you most want to target in order to maximise your direct mail reach.

For help creating an effective direct mail campaign that appeals to your customers and supports your marketing efficiency.

Digital Versus Direct Mail

It would appear that as our lives become more and more consumed by digital media, we start to give less time and attention to the messages we receive.

The average lifespan of an email is now just 2 seconds and brand recall directly after seeing a digital ad is just 44%, compared to direct mail which has a brand recall of 75%.

So why are people still saying direct mail is dead? Whilst print costs have fallen over the past few years, postage costs have risen. This means despite the higher response rate of direct mail, email with its low start-up costs still receives a larger return on investment. A study from Citi Post Mail states direct mail has an average ROI of seven pounds to each one pound spent, whilst email has an average return of £38.

With triple the return of email marketing, direct mail marketing may seem like a no brainer, but both have their strengths and weaknesses. Direct mail is perceived as a more trusted, personal form of marketing, whilst email is seen to be quick and informal. The different values associated with each mail mean customers are very sure about when they want to receive one over another.

Initially it would seem that email is better for generating profit fast, whereas direct mail is better for generating customers. Our overriding conclusion is that direct mail and email work better in support of each other. When creating a direct marketing campaign define your aims and choose the best marketing combination to support them.

Posted on Thursday, July 13, 2017 12:00 AM