If you are thinking about changing your marketing strategy, you shouldn’t overlook direct mail solutions. It’s a cost-effective way to reach your target audience directly. Digital marketing has grown over the last decade, and while it’s become the go-to for many, direct mail marketing has continued to be an effective option. It’s cheaper, it’s easier, and it’s effective.
Direct mail marketing is a way to reach a new target audience or nurture existing customer relationships. It’s marketing that lands right in your target’s letterbox and there are a variety of options available to suit every business.
Your Direct Mail Solution Needs
So, you recognise the need to utilise direct mail solutions, but what do you need? There are so many channels to choose from; how can a business choose? If you are running a television ad on a Friday evening, following up with a direct mail drop on Monday will help enforce the message. The direct mail solution can include a special offer. You could also target the direct mail to arrive on Thursday or Friday so that when viewers see your advert, they are reminded of your letter drop. While many small businesses are happy to stick with one form of marketing, direct mail solutions are best combined with a multi-channel marketing approach.
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- Nurture Customer Connections
Hard selling isn’t the way to move forward, and direct mail is an excellent way to personalise your marketing campaign. Customers want to feel appreciated and understood. This is something you can build into your direct mail approach. You can personalise by including locations and opening hours for each, by promoting a product the customer has shown interest in or offering relevant services or products to their demographic or geographic area.
- Build Brand Awareness
Digital marketing is great, but nothing beats the power of the human senses. A physical piece of mail that your customers can see, touch, and feel helps build brand awareness. The weight of the paper stock, the texture of your selection, alongside the branding, make for an interesting piece of marketing material. There are so many options to choose from; the opportunity to create something unique is too good to overlook. You can also include product samples, vouchers, invites, or offers.
- It’s Good For Revenue
If you know your audience, have a clean contact list, and have a clear budget, you can boost your revenue. It’s an excellent way to gather data about your potential customer base. You can keep track of the calls, emails, messages, and sales you have had since your direct mail campaign began. You can also track online engagement by creating a unique short link to print only on mailers. That way, you can see who is engaging and track conversions. If you opt for different mailers, and designs for different audiences, you can print a different unique short link to see which are more effective. It’s also important to write effective copy and include a call to action your customers can’t resist.
One crucial aspect of direct mail solutions is having a professional handle the design and print. If you’re going to do it, do it right and ensure you produce a high-quality marketing campaign.