The cogency of direct mail in today’s online world
Just because physical, printed direct mail has been around for over 500 years, it doesn’t mean that it’s seen its day - far from it! The key is to ensure that your persuasive message is targeted to a relevant audience, using accurate data.
Personalised direct mail remains the most successful method of retaining customers and reaching new prospects. How so? Quite simply, physical printed material is held and touched by the recipients, and often kept as a reminder. It’s easy on the eye; it stays in the memory, enhances brand awareness, and prompts action in a way that other marketing options can never achieve. Thus producing the best return on investment.
I’m always on the lookout for creative and innovative direct mail, but there is one mail piece that leaps out at me when it lands on my doormat. This cruise line varies the size and design each time they post out their self-mailer brochures. However, each is consistently fresh and beautifully crafted, with stunning brightly coloured images to entice. I keep them all as they are a delight to flick through, and I look forward to receiving their future mailshots.
Studies have shown that younger generations are especially engaged through direct mail. They find it more trustworthy and a more emotive experience than alternative marketing, leading to a better response.
Older folk - especially those with more money and time on their hands - are particularly receptive to direct mail that is well crafted, stimulating and relevant to their age and lifestyle.
Your online links should all be included within your direct mail pack, together with content that will appeal to the age group that you are targeting.
Direct mail, used as part of your marketing campaigns, can only attract additional attention, trust and awareness of your brand.
If you have tried direct mail marketing in the past with poor results, "don’t kill the messenger”. By following a few guide lines (direct mail marketing mistakes, and how to avoid them), re-introduce direct mail to your marketing strategy and realise its full potential.
Direct Mail – so “today” and so “tomorrow” |
And, for those that think that direct mail is "so yesterday”, "a has-been” or "démodé”, give it a go. I believe that it is "so today”, and "tomorrow”.
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