Direct Mail Works
Here’s a nice little article about the benefits of Direct Mail. Besides being a primer for someone who is thinking of trying direct mail it’s also a good motivator for a season veteran.
The United States Postal Service reported that 98% of consumers bring their mail in the day it is delivered, and 77% sift through it immediatly. The ability to reach the consumer is one of the hardest parts of marketing, so direct mail, unlike email marketing, allows you to allude that pesky spam folder and get in front of your target.
Direct mail is flexible in that it can serve a variety of different goals. It can be used as an invitation or short term promotional tool, like in the form of a coupon or sales collateral. This would be an excellent approach for a new company that is looking to drive initial use or generate quick revenue. However, this type of direct mail is not a long term sustainable approach for your marketing campaigns.
Direct mail can also be used as a reminder or informational tool. This is perfect for companies not looking to generate short term sales, but rather establish a long-term relationships with their clients. These mailers are usually very personalized and serve the purpose of reminding the client about their relationship. They could be the form of birthday cards or other holiday reminders, or even Newsletters that give that individual a glimpse into the inner workings of your company.
Direct mail can also be used as a tool to gather more information about your customer or your company; surveys and questionnaires are a great way to leverage direct mail, serving as an information gateway to your customers and also strengthens the relationship by receiving their opinions. You can also utilize this opportunity to gain more information such as email addresses, phone numbers, or other personal information that may be outdated or unknown.
Effective and Efficient
Direct mail is one of the most measurable forms of marketing—you can easily record the number of mailers that are sent out, and use coupons or codes to record response rates.
Not only is it measurable, but it also allows you to easily target your recipients Unlike other forms of marketing that can hit outside of your target market, direct mail is personalized to the point that you are able to select a geographical target, demographical, or even physiological group.
Use Direct Mail in an Integrated Approach
The Direct Marketing Association reports that communicating to customers across multiple channels will greatly increases the customers value.
Across Two Channels : Increases the customers value 20-60%
Across Three Channels : Increases the customers value 60-125%
Direct mail is a great tool when used in conjunction with other marketing campaigns. It can utilize a message, develop a brand, generate short term return, or even gather important information.The benefits of this approach on your marketing campaigns is greater than the alternatives.