Why use direct mail in marketing?
The misunderstanding
It’s old fashioned isn’t it?
We’re in the 21st century and far more comfortable with mobile phones, email and ‘new’ technology, so why would consumers respond to direct mail?
And besides, direct mail just annoys people with offers for products that they don’t want.
The Reality
The bottom line is that well planned direct mail campaigns are hugely measurable – far more than many other forms of traditional advertising. Send 100 direct mail packs with a response mechanism included within the pack, then count how many people respond. In its most basic form, it really is this simple. This measurability is also supported by the fact that when used well, for the benefit of the recipient, then direct mail can be personal, convenient, flexible, creative, cost-effective and complementary to other channels.
The reality is that there are still many people who wish to read about a product or service that is of interest to them in the comfort of their own home - when they want. They respond to mail when the creative used appeals to them, when the offer that may be put to them is relevant. And they respond well when a common thread of a message is being communicated across multiple channels – press, tv, online, posters – all the channels support each other, and direct mail is just as important a part of this as the other channels.
Don’t just take our word for it...
“In Q4 2007 over 1100 million pieces of direct mail were sent with open rates reaching nearly 30%” (DMIS)
“It's a highly targeted, highly personal, and highly successful form of marketing that's worth over 25 billion in sales revenue each year to the UK publishing industry.” (Royal Mail)
Breaking down the reasons to send direct mail leads to some potentially powerful strategies. These can include:
Increasing sales to existing customers: Use direct mail to help your existing customers engage with you as a brand and more specifically to pass onto them rewarding offers as a thank-you for their continued business. Pre-sale and product pre-launch information can be sent to give the feeling of exclusivity to the recipient, discounts can be offered to loyal customers, and detailed product information can be sent to those people who want it – saving them time and money in the process as the information arrives on their door-step.
Building customer loyalty: Consumers will come back if they are treated well. If the products and services that they receive are of the requisite quality, they will appreciate the effort made and so continue to engage with that brand. Direct mail can help to engage in a personalised, timely, cost-effective manner, helping a brand to develop a longer, more profitable relationship with its customer base.
Re-Ignite Previous Business relationships: There are many reasons why people stop using a product or service. Life-stage, previous experience, price, the list is a long one. It is however often the case that for many the brand has simply been forgotten. Though previous experience was good, it is just that needs changed. Should a consumer be reminded of the existence of a brand, or receive offers to encourage them to again engage, then direct mail is an extremely appropriate medium that can be used to help with this process.
New Business/Lead Generation: The life and soul of a business...winning new business. Yes it is critical to keep customers once you have won them, but customers often leave you – many for good reasons. It is essential therefore to keep new customer acquisition at the forefront of the development of a business and direct mail can help just as effectively as, for example, out-bound calling, and in partnership with other channels help to be even more effective in the process of generating cost-effective, qualified leads for a business.
In summary, whatever your aims, as a targeted part of a marketing strategy direct mail really can help to deliver results in a wide variety of business sectors.
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