In a time when agencies seem to be focusing more and more on original methods of advertising, many businesses have forgotten some of the more traditional, time-tested methods of communicating with their target market. One of these time-tested methods is direct mail.
What is Direct Mail?
Put simply, direct mail involves using the mail service to deliver some sort of promotional piece to your target market. This can include postcards, magazines, letters, catalogs and much more. These possibilities offer a great creative value to an old classic method.
One of the keys of advertising is engaging with the consumer. Direct mail allows a great deal of engagement. Many companies use direct mail to send coupons or other offers to their target market. You can use direct mail to inform people of other promotional activities your company is doing and use the direct mail as a ticket for your events. This medium is useful at getting people to interact because the direct mail is tangible and stays with them as long as they do not throw it away. This means they can refer back to it whenever is most convenient for them to act on your call to action.
Because you know exactly how many people have received your direct mail, you can accurately measure response rates based upon how many people use your direct mail, or communicate back to you using your contact info on the direct mail. You can then use this data when designing new direct mail campaigns in order to optimize response rates.
A key to any good marketing strategy is sending your message to the right people. While TV and billboard ads may reach a wider audience, only a small percentage of those people are actually the ad’s target market. Direct mail allows you to send your messages directly to the people that will care about it the most. Direct mail vendors have great databases full of addresses and information of the people living at those addresses. While email databases are growing, direct mail vendors have the advantage of time on their side (Direct Mail Lists Are Better Quality).
A huge benefit of direct mail is the cost. Printing and mailing your promotional packages is relatively low compared to other promotions such as print ads, television commercials, or even forms of online advertising. Direct mail also has a lower cost-per-lead than other forms of mass media. Email shares this low cost-per-lead, however, direct mail has proven more effective given the cluttering of the internet and people’s email boxes with ads.
Although direct mail is decreasing in popularity, that does not mean its effectiveness is low. Part of being a smart marketer is advertising somewhere others have neglected. Direct mail offers several benefits and should not be forgotten by advertisers. Just because people check their email does not mean they do not still check their real mail box.