We are all acutely aware that we live in a digital age, where letters and phone calls have been replaced by emails, facetime and txt.
It's no wonder then, that there has been a decline in the use of direct mail marketing campaigns. Digital marketing offers all the bells and whistles that direct mail can't always compete with.
However, did you know that a healthy percentage of people still love getting mail? This makes a direct mail marketing campaign worth a second look.
Let's unpack it a little further.
The Benefits of Direct Mail Marketing
Direct mail marketing can take so many exciting forms. A beautiful birthday card in the mailbox, a scratch and sniff, a free sample, coupon or an unexpectedly clever advert are a pleasure to receive.
A study found that over 40 per cent of people not only enjoy getting physical mail but actually look forward to checking their mailbox. (Packages and magazines are well-received, though flyers and bills are less exciting.)
In contrast, the open rate of emails is dropping steadily. Between 2015 and 2018, the email open rate hovered around 24 per cent. This has since dropped to 21 per cent in 2020, with some companies recording just 18 per cent. While this does differ from country to country, it does beg to question whether inactive subscribers would be better re-engaged with a physical mail piece?
Stand out from the sea of sameness that is the email inbox and reach out to customers with a tangible reminder that will catapult your brand to be top of mind again!
Direct Mail is Tangible
Smart marketing includes sending tangible mail that can activate areas of the brain responsible for long-term memory more strongly than other media. Brand recall is higher with direct mail marketing campaigns, because people are more likely to remember something that was in physical form.
Direct mail marketing is also a great way to make a good first impression, especially if you are a new business or trying to launch a product. A fun, interesting reminder in a customer’s hand is a great way to stick in their memory.
More Personalised
With the IOS14 update looming, it will be owned personalised data that makes your advertising highly targeted. Saturation marketing is no longer an effective marketing option, and will waste your budget.
However, using the right data solutions allows brands to customise direct mail based on accurate data. These can include high or low-income areas or geographical and demographical statistics. Lifestyles and interests are also useful for targeted marketing, making your message relevant and useful.
Make it Multi-Channel
Companies that have successful multichannel marketing campaigns in place are seeing the benefits. Making use of blended channels of marketing really is good business.
Brand recall is higher when an email or digital display is followed by a direct mail campaign. Switch it up and use the various marketing channels available to you to find those that complement each other.
The more your brand is out there, the more people are likely to remember you. Direct marketing can generate initial interest, and digital platforms such as social media, websites, and apps can deliver further information and services.
Build Trust
With so many adverts on the internet these days, many potential customers feel confused about the safety of clicking on a page. How do you know which are trusted brands, and which can take you to malware sites?
With predominately legitimate companies going the route of direct mail, this can swing a customer’s trust in your favour. Once they know your brand, they will look out for you online, but building that brand trust is the first and most important step. After that, your product can speak for itself!
Direct marketing can also be an opportunity to get updated data on your audience. If customers trust you, they are more likely to give you their personal information, which will also benefit your digital campaigns.
Increased Understanding
Evidence shows that direct mail marketing campaigns need 21 per cent less cognitive focus than digital campaigns. The metrics measured in this study were ease of understanding, motivation, and how long the audience looked at the content.
Paper beat digital hands down.
Creativity is Only Bound by Your Imagination
You may think that the digital market has greater room for creativity than direct mail. This may be the case in some areas, but many companies are finding new and innovative ways to get their brand out there using direct mail.
3D advertising, samples, or unusual promotional items sent in the mail are just a few ways to make yourself stand out. Using graphic images and creative prints also makes your mail interesting and memorable.
Go Old-School
There is a lot to be said about sticking with tried and tested marketing strategies. To many, direct mail marketing campaigns may seem old-fashioned, but research shows their value when it comes to brand recall and return on investment.
If your company is not using direct mail marketing, now may be the perfect time to re-evaluate your marketing strategies.
Call Mailshop today at 09 572 8400 or send an email to info@mailshop.co.nz. A member of our friendly staff will answer any questions you may have.