Direct mail is undoubtedly one of the oldest forms of marketing. It might surprise you to learn that thousands of businesses still use and depend on direct mail campaigns to boost their sales every day.
But with the ever-growing popularity of digital marketing methods, is direct mailing still relevant in 2021 as it was decades ago? In short, the answer is yes. Read on to learn more about the relevance of direct mail and how it could work for your business.
Direct Mail: Game-Changer or Game Over?
Most marketers worth their salt will only stick with methods that deliver results. In short, they don’t want to spend money on something with a low ROI (return on investment). With that in mind, why should people give serious thought to direct mail?
According to Statista.com, direct mail campaigns deliver a 29% ROI. In comparison, they report that paid search campaigns (i.e., PPC or “pay-per-click” marketing) provides just a 23% ROI. Here are some reasons why direct mail marketing works so well in today’s digital world:
- No reliance on technology. Direct mail leaflets and brochures are viewable without an Internet connection, computer, or mobile device;
- Direct mail campaigns are highly targeted. You can curate lists of recipients based on various demographics such as age, occupation, and location;
- You can track direct mail campaigns. You could invite sales leads to visit a particular landing page on your website or call a specific phone number.
You should bear in mind that direct mail isn’t a replacement for your existing digital marketing campaigns. Instead, it should be something that complements all online marketing methods.
How to Create a Direct Mail Campaign That Works
If you’re interested in harnessing the power of direct mail marketing for your business, there are a few things you can do to increase your chances of success. Here’s a brief primer on what you need to know before you get started:
Determine Your Target Market
First of all, there’s no point spending money on a direct mail marketing campaign if you don’t know where it will be most effective. That’s why it makes sense to work out your target market. The great thing about direct mail is you can aim towards specific niche audiences.
Create Your Mailing List
Next, you’ll need to generate a list of recipients for your promotional material. You can do this by using existing customer information or buying a direct mail marketing list. It’s also possible to ‘rent’ a mailing list.
Write Engaging Content
It makes sense to pay a professional copywriter to conjure up some killer copy for your mailings. That’s because you need to engage with your audience and ‘hook them in’ so they’ll feel compelled to contact you.
Create a Eye-Catching Design
Decent graphics work hand-in-hand with killer copy. Again, pay a professional to do the work if graphic design isn’t your strong suit.
Get Your Material Distributed
Lastly, use a third-party fulfilment company like Action-mailing.com to distribute your direct mail marketing leaflets and brochures. They can take care of both printing and posting your material.
By the way, make sure the envelopes used for your direct mail marketing campaigns stand out. That’s because they can stand out better than plain old brown envelopes, and will pique a recipient’s curiosity.
Direct mail is still highly relevant in today’s digital world. A direct mail marketing campaign can yield an excellent ROI for your business compared to some comparable digital campaigns when done correctly.