There was a time not too many years ago when direct mail was an essential part of every single business’s marketing campaign. It was one of the primary tools used to attract customers and to build engagement with clients. Now, direct mail has been pushed to the side somewhat and replaced with other forms of marketing, including social media and email marketing. It is unfortunate that more marketers do not focus on direct mail marketing. It is still a powerful tool for attracting customers, and it still has a pivotal place in the modern marketing world. Here are a few reasons why.
Reason One: It Is Tangible
When a person gets an email soliciting sales or encouraging them to buy something, if they are not interested in it, they simply hit the delete button. In a matter of seconds, the email is gone, never to be seen again. It is a different story with physical mail. Since it is tangible, it has an interesting habit of sticking around. A person may go to their mailbox, take out a piece of junk mail, and set it on the counter or table where it may stick around for days or weeks. According to the United States Postal Service, 80 percent of households read their advertising mail.
Reason Two: It Works Seamlessly with Digital
Direct mail and a digital marketing campaign can go hand-in-hand. A physical piece of advertising can have a personalized URL or QR code printed on it. This allows a potential customer to interact with your business digitally. It allows them to see another facet of your marketing campaign. When digital marketing and direct mail marketing are mixed, it makes it easier for you to track the effect that your mailing campaign is having.
Reason Three: People Love Getting Mail
Everybody loves to go to the mailbox and to see something in the mailbox that is addressed to them. Even if it is not a piece of personal mail, but it is a piece of mail that offers information or discounts on a product or service that they are interested in, they are happy to receive it. For many people, physical mail has a sense of nostalgia. As they look through coupons or advertisements, they have a romanticized experience that reminds them of a time and place gone by.
Reason Four: It Lets You Get Creative
The nice thing about direct mail being physical is that it allows you to market your product or your idea in a creative way. Direct mail could include sending postcards, but it could also include sending candy bars, ink pens, gift baskets, or some other fun marketing idea. The more creative and the more unique your direct mail marketing is, the better response you will receive.
While direct mail marketing is not as trendy as some of its digital counterparts, it is still a powerful tool. When used in conjunction with a digital marketing campaign, it can produce amazing results.Tags: featured