How Direct Mail Marketing Can Support Your Business: Important Benefits to Consider
If you are
looking to increase sales and brand awareness, then you may be considering a
direct mail campaign. These campaigns have been proven to give a high return of
investment (ROI) as your audience are likely to engage and respond with
it.
If you are
unsure whether a direct mail campaign is right for your business, then we have
put together a short guide of all the benefits that it can offer. After reading
this you should be able to make an informed decision on whether a direct mail
campaign is the way forward.
Personalization
Undoubtedly,
one of the most valuable benefits you can enjoy from direct mail marketing is personalization.
As well as giving you the ability to enhance your campaigns, it also gives your
customers a one-to-one communication experience. This can help to strengthen
relationships and loyalty between your customers and your brand. Your customers
will feel like the piece was made specifically with them in mind.
It is
recommended that you look into the importance of personalization in marketing. The main aim is to make each customer
feel important. It will better help them feel connected to your company.
Targeting
If you asked
companies who have already conducted a direct mail campaign what their top main
benefit was. They are likely to mention how direct mail is a highly targeted
method. Every direct mail campaign that you create can be tailored for a
specific audience. This means your customers will receive information/offers
that are relevant to their current stage in the buying process. For example, if
you have a regular customer that buys the same product time and time again, you
are able to send them direct mail that relates solely to their recent
purchases.
Typically,
your marketing team will segment your target market, so you know what campaigns
should be sent to specific groups. If you are new to this, then it can
certainly help to look at some online resources. There is plenty of advice out
there which can help you segment your target market from demographics down to interests and activities.
Can Be Easily Executed
Some marketing
efforts require a lot of time and skill. However, although direct mail does
require skill, it is much easier to create a campaign than other forms of
marketing. Now, technology has evolved there are an abundance of desktop
publishing tools, which allow anyone to design a direct mail piece. If your
marketing department is small, it can help to look into some different
web-based direct mail programs.
Allows You to
Be Creative
It is also
important to note that when it comes to designing your direct mail pieces, you should
keep them in line with your brand. You should always include your brands logo
and use your company color palette, so it gives your brand consistency
throughout different channels. Don’t be afraid to experiment with the design of
your pieces too. Your audience want something to grab their attention and not
just information displayed in black and white. Give them a reason why they
should read your message and respond. It can help to look for examples online
to give you some well-needed inspiration.
Effectiveness
There is no
denying that marketing mail is an effective technique. Just from conducting
some quick research of your own, you will find plenty of research that supports
that statement. Take a look at this blog post from Lob. They discuss marketing mail in its entirety and give you five statistics that
prove direct mail is worth the investment. But what makes direct mail so
effective? Many believe it is down to its tangibility. Instead of sending out
an email that can easily get thrown into a junk folder, you are personally
reaching out to your audience with a physical letter. The response rates are
much higher than that of a paid ad or email, thus why many companies use this
marketing method.
Easy To
Measure Results
So, we already
know that direct mail campaigns can be highly effective. However, some of your
campaigns may be more successful than others. To identify which campaigns need
improvement, you will need to measure the results. This is another great
quality of direct mail; the results are significantly easier to measure than
other marketing techniques.
To track the
success of a campaign, you will only need to count the number of responses that
you receive. Typically, direct mail can give companies a high response rate.
However, you should always continue to track each campaigns success to help you
make further improvements to your strategy in the future.
Cost-Effective
It can be easy
to throw a lot of money at your marketing department. However, some companies
do not have the luxury of a large budget. This is one of the great benefits of
direct mail marketing. For years it has been praised for its cost-effective
qualities. Although you need to spend a small amount of money on resources, you
are targeting groups that are likely to buy from you. Your business is able to
save funds because you are directing your resources towards viable targets,
instead of anyone and everyone.
For most
businesses, cutting costs is essential in helping them increase their
profitability in the future. Direct mail campaigns are just one clever way that
you can cut corners but there are also plenty of other cost-saving tips out there that businesses can follow. If your
business is working on a tight budget, then it could benefit you to do some
research of your own.
Ability To
Re-Engage Past Customers
Due to
characteristics like personalization, direct mail gives businesses an opportunity
to re-engage with existing customers. All businesses will have several
customers who have not made a purchase with them in a long time. Direct mail is
the perfect opportunity for you to reach out to them and remind them that your
company still exists. Your direct mail is an opportunity for your company to
promote itself. Give your existing customers a reason why they should come
back. You can remind them of previous purchases that they may need again and
even recommend other products that they may like based on their purchase
history.
Versatility
When it comes
to marketing your business, it can be difficult to think outside the box. It is
important that you switch up your content to grab your audience's attention
whilst also helping you stand out amongst your competitors. What your marketing
department needs is versatility, and this is something that direct mail can
deliver. There are a wide variety of formats that you can choose from whether
that’s brochures, magazines or even postcards. So, your direct mail campaigns
can differ from one another, and you can benefit from each one of these subtle strategies.
Marketing mail
is just one of the ways that your business can enjoy more versatility. You can learn more about how your business can become more versatile through
various blogs and resources. After the recent Coronavirus pandemic, many
businesses had to quickly adapt and change their business processes in order to
survive. It was the businesses who were versatile that had a greater chance of
surviving. So, it can really help to do your research and ensure that your
business can change direction in the event of a disaster.
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