In a world that is becoming increasingly digital by the day, it is easy to think that direct mail marketing is dated or has become ineffective. It is a form of marketing that involves mailing promotional materials to people. Because it typically arrives without a request, it can be easily referred to as “junk mail.” But does this make it ineffective?
Direct mail is still a fantastic way to interact with your audience, catch their attention, and do so personally. You may be wondering how so. We have put this blog together, with some compelling reasons as to how effective direct mail is today.
Tangible
The physicality of this marketing method is its first and most visible quality. It is intended for people to engage directly, as it ensures that your brand practically enters your customers’ and prospective customers’ hands at once. Direct mail immediately distinguishes itself from digital because it is a physical medium. Unlike a social media ad that can easily be swiped past, this mail can linger for a lot longer.
Engaging
With physical mail, your options are limitless even if a letter or postcard may be your go-to mailing method. It gives room for creativity, to make it as imaginative and interesting as you like. Digital channels lack a physical component, to begin with, and elements like website banners and digital advertising frequently have certain restrictions. But this method can appeal to all five senses, not just the sense of sight and touch, but that of smell, hearing, and taste as well.
Trackable and Measurable
It may seem impractical to automatically measure direct mail response rates, unlike digital channels where you can easily monitor your campaign’s conversion rate. The wonderful thing is that it is simple to track and measure. Each postal piece may have the redeemable traceable code that clients will use when making a transaction. It may be a custom landing page for that particular campaign or a custom phone number. The outcomes of these can easily reveal the campaign’s success rate.
Personal Touch
This marketing method can be extremely personalised to include individualised information. By reviewing the consumers’ prior purchasing history, it is simple to determine their demands. On the layout, you may easily incorporate dynamic text to include the first name or other personal information. This goes a long way in making your campaign effective, as it gives the recipient a sense of importance.
Improves Brand Awareness
Frequent mail distribution helps people recognise your brand, which is why this method should be used continuously. Because it is physical, it can remain in a person’s home or office for a considerable amount of time. There is every possibility that your customers and perspectives will not be interested in your offer right now. However, they will be able to recognise the primary attributes of your brand. This will make it easier for them to purchase your product or service when they are ready to.
Now you know how effective this mailing method is, do not hesitate to get in contact with us. At Apex, we provide intelligent mailing solutions, ensuring that from design to doorstep, you achieve the best ROI possible!
