In a previous blog post, we discussed optimizing e-mail marketing communications as a viable medium before pursuing a social media strategy. In a similar fashion, Direct Mail marketing should also be highlighted as a practical medium for connecting to customers and prospects.
Advantages over E-mail
Despite having a higher cost than e-mail marketing, Direct Mail offers some great qualities:
Higher Visibility – Direct Mail places your marketing communications directly into the hands of your recipients. This means more visibility than an e-mail getting lost in an inbox, or competing with a hundred other messages received that day. The price of direct mail also means less competition for your target recipient's eyes.
Its Physical – Direct Mail is more than postcards. Think brochures, posters, and even catalogs. In fact, per a recent article on eMarketer, catalogs potentially provide better qualified leads, and offer a tangible presence in the home to encourage purchases. Direct mail can have a life longer than its delivery; it can linger - on a coffee table, posted to a fridge, etc.
Less Intrusive – Direct Mail is “old school,” but in a good way. The USPS notes that over 75 percent of homeowners bring in their mail on the day it was delivered and sort through it that day. People don't mind getting offers in their mail because they can choose when they look at it. The bottom line: people still read physical mail, and many of them expect it from the companies they do business with.
Tips to keep in mind
Diversify your Methods - Direct Mail and E-mail are marketing mediums that work great together. By combining marketing mediums you can provide multiple touch points for reaching your local business community in the formats that best match your customers’ interests - which has proven to increase response rates.
Repeat, Repeat, Repeat - Direct mail isn't always about the effectiveness of one campaign, but about keeping your business in front of your target audience. f you are getting in front of your recipients frequently, they'll be more likely to remember you over your competitor.
Relevancy is King - When choosing your marketing strategy, think about things that are relevant to your recipient. Maybe its a marketing message around a holiday? Or specific to a an important event like an engagement, birthday or warranty date?
SproutLoud gives local marketers an easy way to set-up Direct Mail orders or recurring campaigns, with no quantity restrictions on most pieces, which means you can send 1 piece or 1,000 - it's all contingent on your marketing goals. With no mailing minimums, you can balance your marketing spending based on your personal budget, and we still pass on bulk-mail postal savings regardless of the quantity, increasing your Direct Mail benefits even more.
About the Author
Gary Ritkes oversees all Business Development and Marketing at SproutLoud. He has been a pioneer in the emerging vertical of Distributed Marketing Technology and is an industry leader and innovator with 20+ years experience in graphic communications and marketing strategy. Gary has been involved with SproutLoud since the inception of the company. Prior to joining SproutLoud, Gary was VP of Marketing for Rex Three, Inc., SproutLoud’s first and largest vendor among its network of providers. He has served many Fortune 1000 clients and worldwide advertising agencies in providing marketing technology direction and optimization. He was an original founder of U.S. based Earth Color Group and a co-founder of Advanced Digital Services (ADS) which was sold in 1996 to publicly traded Katz Digital Technologies. He is a current board member of the local Advertising Federation chapter and has served as a member for other national industry associations including the DMA, AGA, and the CMO council.More Content by Gary Ritkes