Direct mail marketing: Is it still an effective strategy?

Direct mail advertising

Marketing professionals use direct mail marketing to interact with potential clients and consumers in person by mailing printed mailers, dimensional parcels, perishable goods, promotional products, or other tangibles. Marketers have increasingly used the potential of digital communication due to the growth of digital media over the last two decades to reach more audiences. It makes sense since, according to Hubspot data; customers are more connected than ever and use their cell phones for more than five hours daily. 

However, this surge in digital marketing has also led to a rise in digital overload. According to research by Edison, over three-quarters of customers say they feel overwhelmed by email advertising, and over a quarter say they use ad-blocking software to improve their online experience, according to Statista.

Marketers are forced to compete fiercely for consumers’ attention due to a growing aversion to digital advertising while seeking to appeal to a jaded (and suspicious) audience. Becoming heard over the din is getting harder. As a result, many marketers deliver their message to the inbox, where it may be easily seen.

4 reasons why marketing through direct mail is still effective

According to a 2017 study, sponsored search and online display advertisements had a worse return on investments (ROI) than direct mail marketing. Furthermore, social media marketing, the channel with the second-highest ROI, trailed direct mail ROI by only one percentage point. The success of direct mail marketing may be attributed to several factors.

It is participative

The fact that direct mail is interactive is one of the reasons it is still employed and works so well. A tangible object is sent to customers. Customers are significantly more likely to retain and look at promotional mail if it has a call to action (CTA) or promotional offer that demands them to do something with the letter, like bring it into your business.

It stands out

Receiving mail might evoke sentiments of nostalgia for a period when receiving actual mail was the norm, which may cause an emotional reaction to your mailer. Add personalised elements to your marketing materials, such as the client’s name or a handwritten signature, to strengthen this connection.

It has a diverse population

Direct mail may offer a wider audience reaches than digital marketing, depending on your target demographic. Direct mail may reach many more clients than email or social media if your target market is not active on either platform.

It’s original

Using direct mail doesn’t mean you have to stick with analogue advertising; there are many ways to use digital marketing in direct mail campaigns to widen your target demographic and attract new clients. Direct mail’s tangible character gives you more opportunities than digital-only marketing does to interact with your clients.

How to develop a successful direct mail marketing plan

Identify market segments

By breaking down your mailings into categories like age, sex, ethnicity, income, marital status, geography, and employment, market segmentation enables you to target certain populations. By tailoring each piece of mail to the demands of that particular consumer, you may customize offers that boost sales and brand loyalty without compromising your brand narrative or culture.

Maintain Current and Accurate Mailing Lists

Your success with direct mail depends on having accurate, current data. To maximize each campaign’s return on investment (ROI), your digital marketing team may add mailing lists, remove expensive duplication, and stay up to date with National Change of Address (NCOA) processing.

Use CRM Information to Personalize Your Mailings

Create a deal specific to each client’s requirements and tastes. Use your CRM data to find out what your customers have previously bought and what they’ll need next. Utilize direct mail automation for businesses to create a tailored direct mail offer that attracts and holds their interest to make those things accessible. Create a tailored direct mail offer that attracts and holds their interest to make those things accessible.

Examine the Market

Launching a large marketing effort to reach every customer with your initial mailout is unnecessary. Instead, you may use a more specialized campaign to test the market. See what happens if you send out 500 postcards or brochures. Analyze and document the outcomes with care so that you may adjust your subsequent campaign. Based on quantifiable results and your marketing budget, gradually increase your mailouts.