Although the focus is now on alternative marketing strategies, direct mailings remain respected in strategic, all-encompassing marketing initiatives. Direct mail is an excellent alternative for any business looking to develop a well-rounded and successful marketing strategy because of its adaptability, cost, and user-friendliness. Below are some of the benefits of direct mail marketing for small businesses.
Offers Great Response Rates
Response rates from direct mail have consistently been higher than those from other advertising channels, and they have even increased in recent years.
These increases are caused by a combination of things, one of which is individualization. Customization at scale has come a long way in recent years, and studies have shown that it can boost response rates by a factor of 10 or more.
Tangible & Personal
Many individuals express a desire to receive commercial communications via the mail. Epsilon, a worldwide marketing business, conducted research in which they asked people whether they like receiving postal mail from companies about new items, and 59% of respondents said that they did.
This demonstrates why tactile marketing messages appeal more to consumers than those provided online. For instance, a piece of actual mail may be a reminder placed in a pocket or affixed to the refrigerator. These remote regions can’t be entered in any other way, and the positions they provide are precious.
Familiar & Builds Trust
Mail has been around for a long time and is immune to many of the shortcomings of digital advertising. A letter sent via the mail cannot transmit a virus to another person’s computer or house. A filthy digital ad? That’s a very different tale. Who still needs to be allowed to get an iPad for free online?
Many customers, particularly older people and those who need to be savvier with technology, respond positively to the tried-and-true direct mail marketing method since it evokes feelings of comfort and reliability.
Highly Targeted
Taking use of all the customer information that is now accessible may be done most effectively via the use of direct mail. You may acquire lists of customer data that go well beyond names and addresses, including information on the consumers’ professions, preferred purchases, ages, and a great deal of other information.
Direct Mail Is Highly Personalized
The information collected from customers is essential but valuable once personalized. Because of advancements in printing technology, individuals may now choose from a broader range of personalization choices when ordering printed materials. From the creative to the text, no tweak is off-limits.
Research reveals an exponential performance gain with three or more customization points; therefore, scale is particularly crucial given these findings. In recent times, each design would need an operator manually set up a new press setup, which would take time and money. Formerly, this process was required for every scenario.
Creative & Versatile
Mail provides practically limitless opportunities for artistic expression, particularly when contrasted with digital alternatives. Changing the images and content of online banners and social advertisements is possible. On the other hand, the dimensions are predetermined, and there is no element of touch. Even worse is email, which often only displays one line of content to consumers before requiring them to click.
Since it is a solid and tactile medium, direct mail lends itself to more inventiveness. Each design may have different textures applied to it, its dimensions changed, inventive 3D items sent, and even scratch-and-sniff features added to it. This provides additional options to attract attention, bring people in, and please them while communicating a commercial message.
Highly Trackable
Although monitoring the success of direct mail may seem complex, marketers have access to various methods that may assist them in this endeavor.
When running a direct mail campaign, one of the most typical strategies is to utilize a customized landing page and include the URL for that page on your letter. In such a case, you should generate a personalized URL (PURL) unique to the receiver and link them to an existing page with their information already filled in.
Bottom Line
Although the focus is now on alternative marketing strategies, direct mailings remain respected in strategic, all-encompassing marketing initiatives. Direct mail is an excellent alternative for any business looking to develop a well-rounded and successful marketing strategy because of its adaptability, cost, and user-friendliness.
