Everything you need to know about Direct Marketing
In an age when everyone is talking about digital, direct mail or direct marketing might seem old fashioned, but, in reality, it has huge advantages over newer forms of marketing.
Indeed, you could say that direct marketing is the mother of all marketing: it’s the cornerstone on which digital marketing has been built, and that’s why it will never lose its effectiveness, especially when used as part of an integrated campaign.
Direct marketing is targeting a group of people, in the most direct manner possible. The closer you can appeal to the needs of your audience, the nearer to conversion you will be. There are many different types of direct marketing you can use.
Here’s eleven reasons why you should still be using direct marketing when it comes to targeting your audience in your business:
Offline
- Newsletters
- Flyers
- Postcards
- Letters
- Brochures
- Business Cards
- Programmes
Online
- Email Newsletters
- Email subscription
- SMS
- Phone calls
- Pop ups
- Automated messages
Some people think that direct mail marketing is an old school approach to marketing. However whilst this may be true, it doesn’t mean that it is outdated. In fact, it is still an incredibly useful and effective way to promote your business.
It takes your marketing efforts and sends it directly into your audiences homes. Consequently showing them what you can offer without them even needing to leave the house.
The trouble with direct mail marketing is that not everyone completely understands what it is and what it can do. So, with this blog post we are taking it back to basics. We have created the Mailshot International basics guide to direct mail marketing.
Definition of Direct Mail Marketing?
“Advertisements posted to people at home”
MacMillian English Dictionary
Why is direct mail so effective?
The next thing that people may think about direct mail is that it is not as effective as some of the other forms of marketing. It is true that marketing has become a crowded area. However that doesn’t mean that direct mail has been pushed out.
There are a number of reasons why direct mail is still relevant. It is effective because it is one of the most direct ways of getting your message across. Sending it directly through someone’s letterbox. It also offers a great Return of Investment (ROI). That is because it doesn’t cost the Earth to put a campaign together. Also it is able to generate a good level of leads.
Direct mail also has a much more personal feel. After all, most of the time it contains names and addresses. Which makes the customer feel as it is just for them.
You can also easily track and monitor the success of a direct mail marketing campaign, but finding out the response that have been received after sending out the material.
Direct mail is always growing
Rather than sitting stagnant in an ever changing world, direct mail marketing is growing. This means that the definition of what direct mail marketing is can also change. Of course, direct mail will always offer a high level of ROI, but it can also use innovative methods to ensure that it has the maximum impact possible.
The best thing about direct mail has to be that it can work to be exactly what you want it to be. Why not get in touch with us here at Mail Shot International. See if we can help you to create a direct mail marketing campaign that is exactly what your business needs?
Direct Marketing Advantages...
In an age when everyone is talking about digital, direct mail or direct marketing might seem old fashioned, but, in reality, it has huge advantages over newer forms of marketing.
Indeed, you could say that direct marketing is the mother of all marketing: it’s the cornerstone on which digital marketing has been built, and that’s why it will never lose its effectiveness, especially when used as part of an integrated campaign.
Here’s eleven reasons why you should still be using direct marketing when it comes to targeting your audience in your business:
11 Direct Marketing Advantages...
1. Professionalism
Most email looks cheap. And because there’s so much it, more of it is spam – which is why your junk mail folder is full of it. Direct mail, on the other hand, exudes class and professionalism. It tells prospective customers that you’re serious about what you do. That’s why it will deliver better results every time compared one-on-one with email.
2. Personalisation
Never underestimate the power of personalisation. When someone sees their name, or something relating to their interests/lifestyle on a physical mailing, they take notice. Once they do that, they’re more likely to respond.
3. Precise targeting
Every customer is different – so you need to treat them differently. Whether it’s acquiring new customers, targeting a demographic, or encouraging repeat business, direct mail is still one of the most effective ways to segment and market to specific groups. Which means it’s also ideal way to carry out A/B testing to see what works best.
4. Direct Mail is real
Audiences are much more likely to respond to a physical mailing than a virtual mailing. For the most part, people still like getting things hand-delivered. Everything that comes through the letter box gets looked at. You can’t say that for the email that goes through your junk mail filter.
5. Creativity
An email is just that – an email – even if you include pretty picture! With direct mail, you can do much more. From postcards to brochure, promo items and discount vouchers, DM allows you be as corporate or as quirky as you want.
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6. Analytics
The real success of any campaign depends on metrics. Just how well did it perform? With that data, you can tailor future campaigns for even better results. With direct mail, doing that is easy. Just count the number of responses for each campaign; for example, the number of coupons redeemed.
7. Cost-effective
You could be forgiven for believing, that when it comes to marketing, there’s nothing cheaper than email. And you’d probably be right, but it looks cheap too. Study after study shows that when it comes to return on investment direct mail wins hands down, because it simply more effective per target. And the bigger you go, the cheaper it becomes.
8. Scalable
It’s also very flexible when it comes to size. Direct mail is a great way to ‘test’ a market with a small scale, low cost mailing. If it works, you can then upsize for bigger results.
9. Trust
Anyone can write an email, which is why few people trust them. Creating a direct mail piece demands investment, both in financial terms and creativity, which is why as a marketing format, it has more credibility for recipients.
10. Effectiveness
But perhaps the single most important advantage of direct mail is that it works. It tried, tested and proven. Studies have shown that up to 50% of all recipients will scan a DM piece. Which means more will respond!
11. Super Direct
Emails can get blocked, bounced, shoved into the junk box…. You can also easily overlook an email, especially if you are busy. You may even read it, then forget about it. However, with physical direct marketing it is delivered directly to your door. It is far more unlikely that you miss this form of communication.
Direct Marketing Advantages Conclusion...
Direct Marketing, as you can see has a number of advantages. Surprisingly it is not an old prehistoric way of communicationg with your target audience. It is by no means dead, Direct Mail is in fact rising from the ashes and soaring like a pheonix. The 21st centuary couldn’t live without it.
What are your favourite Direct Marketing Advantages?
How to Target your audience...
The general target for marketeers is to engage and to convert as soon as possible. Reducing the hurdles and gaining the attention of potential sales in whatever way possible.
It is one thing to create the material but the management behind the scenes is the biggest part of direct marketing. For example, there is not much point in sending out random materials to a bunch of random peope, this will yield conversions yes, but it is a shot in the dark.
The key is to be able to target market with data you have gained and acted smartly. An example of this is when someone clicks onto your website and subscribes to the newsletter. Now with certain software it will determine the behaviour of users on the website. If you have been visiting one page in particular it will send out an automated email to your email address, enticing the user in with an offer associated with that product or service. This is just a small example and a rather modern one too.
Not to say the older ways of direct marketing dont work…The closer you can get to pulling the heart strings of the potential customer the closer you will be to gaining a new customer and growing your customer base.
Contact us for more details!