Some people are under the impression that direct mail is last year’s marketing plan.
Nothing could be further from the truth.
Direct mail is practically the class and quintessential modern marketing plan (and integrating social media and digital marketing only makes a marketing plan exponentially better).
In this post, we will examine exactly why direct mail is so powerful and still so relevant.
Direct mail has shelf-life
Not all advertising mail is discarded and thrown away. Coupons, special promotions, and “save the date” mailings are often placed on the refrigerator or coffee table to be used in the near future.
We can’t send tracking devices with each individual mailing to know and understand exactly what happens to it once it lands in a prospective client’s mailbox, but it is common for these people to arrive, mailing in hand, and ready to make a purchase.
Monitor direct mail response
Coupons are an excellent way of knowing if your direct mail campaign is working.
As you already probably aware, a unique call to action on the mailing can be directly linked to its mailing campaign. Source codes and priority codes are effective ways to see which lists are providing the best responses.
One of the most effective ways of measuring a direct mail campaign’s success is by looking at the bottom line – when business increases there is a way to know the direct mail campaign is working.
Deliver consumers to your website and Facebook page
Some skeptics today say that the internet will eventually phase out direct mail. In the past, we have already discussed why direct mail and social media are not just not enemies, but that they actually complement each other in highly successful ways.
Of course, people do go online to find the information they are looking for.
Websites and Facebook pages have largely become the “store front” for many businesses by giving access to consumers about everything from store hours to store inventory. However, there has to be a reason for someone to visit your website, and direct mail can be the catalyst that sends them there.
Effective advertising
On the first day of marketing school you learned this tip: Anything you can do to keep your name in front of your customers is important to retention of those customers.
Whether a business is just starting off building brand name awareness or they are reminding existing clients that they are ready to serve them, direct mail campaigns makes it happen
Compared to radio, television or newsprint, direct mail is still the best value in advertising.
When are you going to start your next direct mail campaign?
From social to print, we are going to take you places. Contact us to get started today.
