As the marketing world progresses, there are strategies and tactics that are often forgotten about.
Direct mail is a prime example of this. Many people think of this as “old fashioned” and a thing of the past, but is it? If a marketing tactic is still effective, can we really call it outdated? That’s right, direct mail marketing is still effective. Your marketing mix should contain both digital and non-digital platforms.
Just because this marketing tactic doesn’t occur via a digital platform doesn’t mean that it isn’t a viable option to include in your marketing mix.
So, how is direct mail still successful, you ask?
Here are several reasons why it still works:
REASON 1: Direct mail is targeted. Like your digital advertising, you can target who you reach through direct mail. It is the only print media that can be targeted, unlike newspapers, billboards, and magazines.
REASON 2: Direct mail is still extremely cost effective. By narrowing your demographics to a specific audience, you will save time and money. For example: imagine the time and money you can save by advertising dentures to people only over the age of 50.
REASON 3: Unlimited Audience. While a ton of people watch TV, read the newspaper, or go on social media, many more people have an address, and everyone receives mail.
REASON 4: People receive much less mail than emails and social media posts. Due to this, you have a higher chance to stand out and be seen. The amount of people who read their mail is much higher than those who read every single one of their emails. According to Epsilon, 77% of people sort through their mail as soon as they receive it. Additionally, the USPS recorded that 98% of people check their mail every single day. These two things mean that your direct mail will be seen more than your emails.
REASON 5: You can get personal. Direct mail is your best option to get into the house of your consumers and sit in their kitchen with them. Personalizing your message, and connecting with your customer, is easiest to do with this method.
If you opt to make use of direct mail, it is important to understand best practices for direct mail. You need to pick the right list. Choosing the right list, along with a good offer, message, and artwork, will have the potential for big time results. Additionally, if you are not doing some A/B testing, you will never reach the full potential of your direct mail.
If you are interested in adding direct mail to your marketing mix, or want to get more out of your marketing, please contact Creativedge Marketing today to see how we can help.