Direct Mail - The Mighty Warrior of Marketing - Lest We Forget
An article about how direct mail helps save children's lives recently caught my attention. It was referring to a fundraising direct mail campaign, and many charities are aware that direct mail yields the highest percentage of responses.
Businesses should also be aware of this power of direct mail. Whether your business is selling products or services, you all have one thing in common - you are competing against all the other businesses selling their products or services.
You want to be noticed above all your competitors. Right now, direct mail is more noticeable. Unlike their inboxes, peoples' letterboxes are not as full as they used to be. Straight away, your direct mail piece has the upper hand, as it is not currently competing with every other mail piece.
The rapid increase of smartphones and digital communications has made it easier for marketers to include multiple options for a call to action within their mail piece. The easier you can make it, and the more options you can give, can only increase the chances of your audience responding.
Direct mail offers itself to many sizes and materials. It even has the ability to embrace all of the senses. It gives your brand a physical presence in the hands of your readers, at a time when it suits them. Choosing the best format for your campaign is best done as a result of testing before launching full scale. Sometimes the most simple can be the most powerful, just keep it relevant to your target audience.
Direct mail isn't going anywhere - except into letterboxes. Don't stop at one; follow up with further creative direct mailshots, to build awareness of your brand.
Direct mail, when carefully planned and sincere, is a very powerful marketing strategy. It is crucial that it is targeted to a list that is up to date and appropriate to your business. Your marketing message should also be personalised, addressed to a specific person. If a few simple rules are followed, you will see that direct mail has the power to engage with your readers in a way that no other form of marketing can achieve.
Many marketers have been making the mistake of thinking that direct mail can be dropped from their marketing mix, and rely solely on digital marketing. Don't get me wrong, no-one should rely on direct mail alone. Instead, it should be integrated with other channels of marketing. Digital marketing is no threat to, or replacement for, direct mail. Instead, they work well together as friends, enjoying a fruitful working relationship.
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