Direct Mail Marketing Drives Response

Marketers everywhere are faced every day with many marketing channel choices. It’s hard to know which ones will work best. When choosing your channels don’t ignore direct mail. You may think its old school, so why use it, but direct mail can add to your ROI.

Marketers everywhere are faced every day with many marketing channel choices. It’s hard to know which ones will work best. When choosing your channels don’t ignore direct mail. You may think, “Its old school, so why use it?,” but direct mail can add to your ROI. You can use direct mail to drive online engagement. Add QR codes, URL’s, and augmented reality to link your marketing channels together. Let’s take a look at the direct mail channel.

Why choose direct mail as one of your marketing channels:

  1. Recipients: They view direct mail as less intrusive than other forms of marketing and in return, are more receptive to the message. Even millennials enjoy getting mail. As long as you are sending them direct mail that is correctly targeted they are open to it.
  2. Competition: There is less competition in the mail boxes these days so you can stand out. People are inundated with messages all day long from email and so much more. You can build brand recognition with direct mail as well as get noticed.
  3. Tangible: With a direct mail piece you can grab the senses in so many more ways that with online channels. People can touch, save for later or even pass the information provided in a direct mail piece to their friends. Use the senses to your advantage by adding texture and scents to your direct mail.
  4. Target: Unlike all other channels, you can target your audience very specifically with direct mail. There are so many selects to choose from it would be hard to list them all. Make a list of all the specific things you are looking for in your prospects and in many cases you can match them with a direct mail list.
  5. Personalized: Direct mail is more refined now. The personalization available creates a much more appealing direct offer. You can use images as well as text to create each piece targeted to each person.

As with any marketing channel, knowing who your audience is, is the key. You cannot create a targeted direct mail campaign if you do not have a good grasp on who you are sending to. Your messaging, your list and your creative are all effected by who you are trying to reach. Don’t forget that you need to be tracking your results. The only way to continue to improve your campaigns is to modify it based on the results from previous campaigns. Don’t be afraid to segment your recipients and try something new to a group of them. It is only by trying new things that we are able to identify possible new lifts in ROI.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

3 thoughts on “Direct Mail Marketing Drives Response”

  1. The technology behind the Augmented Reality has come a long way and becoming very easy to use. Its trendy interface drives the content to the users based on their preferences and past activities. With trending, sponsored and suggested content floating all over the interface, it’s made sure that the campaigns generate ample interactions.
    Augmented Reality Advertisements(http://wowsomeapp.com/forbrands.html) taps into the possibility of setting things into motion in print by integrating it with digital content and allows print content to come alive with Video, 3D, Animations, Call-to-Action, Deals and much more.

  2. Long may DM be part of the Marketeers Toolbox! Used as part of an integrated marketing campaign I totally agree it is very successful for generating responses. I also agree with Maxton that you could use Augmented Reality in the mailer to really make a big impact, alternatively you can also add different printing techniques to your mailer to make it stand out. Find out a bit more about this at http://www.ashfieldprinting.co.uk/print-ideas.php

    http://www.ashfieldprinting.co.uk/scratch-cards.php

  3. Awesome. This is exactly why I make the most out of Direct mail marketing for my cake shop based in Toronto. You know the exact result of your campaign. The results have largely been positive so far and I do it with the help of folks from Troi mailing services who help me with distributing the flyers.

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