For your practice to thrive, you need a mix of both online and offline marketing tactics. Direct mail marketing is still used by companies of all sizes because it has been proven to work!
The Importance of Direct Mail
Direct mail targets a specific audience
You can target exactly who you want to reach through direct mail. For instance, you can get a list of cat lovers who travel to France and drive BMWs. It is the only print media that can be targeted like this; not so with newspapers, billboards, and magazines.
Direct mail is cost-effective
By narrowing your demographics to a specific audience, you will save time and money. Imagine the money you will save and the better response rate you will get by advertising dentures to only people over the age of 55.
People interact with direct mail
Think about what you do when you get your mail; you look through it to see what’s there. Mail has a look, a feel, and sometimes a smell (maybe even a taste). The more you can connect through senses with your target market on a personal level, the more time they will spend reading your mail.
People receive less snail mail than they do email, social media posts, and online ads
Think about how many emails you receive every day, or how many ads you see online. How many do you remember? Direct mail is much more, well, direct. It comes in an environment that’s not overly-saturated by advertisers. This means your direct mail piece is much more likely to stand out to be noticed
Just take a look at what’s in your mailbox
Here’s a recent snapshot of what was in mine: American Express, AARP, AAA, NRA. These are all pretty big organizations that send out mailing repeatedly. It must be working!
Author: Kathy Jiamboi
Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.