The Importance of Direct Mail to Your Company’s Marketing
With the growth of technology and the internet, there has been a steady decline in direct mail marketing campaigns. However, there is a strong indication that a company could greatly benefit from implementing an integrated marketing approach. Touching a customer across multiple channels will not only increase your branding, but it also keeps your company top-of-mind for your potential clients. Research also indicates that direct mail is one of the cheapest and most effective marketing strategies. Here are some of the benefits to direct mail and how it can be used in conjunction with your other marketing strategies.
The United States Postal Service reported that 98% of consumers bring their mail in the day it is delivered, and 77% sift through it immediately. 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.
Utilize this opportunity to mention an upcoming sale or event. Evoke a response or drive that customer to your website for more information. This will allow you the opportunity to communicate your message across a variety of different channels.
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.
A successful marketing campaign depends on a variety of factors, but essentially, the process hinges on the ability to reach the target market, effectively communicate a message, and monitor the results. Even though there is a trend towards digital marketing and online media, direct mail still remains a very important part of the marketing mix and should be a part of your business.
Compliments of Phil Cohen, a graduate from San Diego State University, with a Bachelor’s in Computer Science and Public Relations.