Why Direct Mail Marketing Is Not Dead
With millions of people going online and communicating via email and text messages, you’d think that direct mail has gone the way of the dodo. However, a study conducted by the United States Postal Service (USPS) revealed that direct mail is still a very popular marketing technique.
Direct mail has been around for centuries and it doesn’t seem like it’s going away soon. It’s a highly effective way to reach your target audience and call them to action regarding a product or service. You can also send coupons and other promotional materials by direct mail.
Why Direct Mail Marketing Works
• Cost Effective Direct mail is cheap, and your marketing message will reach more people for less money. A direct mail marketing campaign can easily reach thousands of people, whereas a salesperson might only be able to get in touch with a few dozen people. As long as it’s well-designed and well-written, your direct mail can do the selling for you. Customers can order by phone or online. Your letter or flyer can also pre-qualify prospects for your salespeople to contact.
• Targeted Audience Key marketing allows you to market to your target audience. Identify and know your audience, and focus all your marketing efforts on your prospects. Depending on your product or audience, you can identify your most likely customers based on occupation, home ownership, income, lifestyle, area, etc.
• Quick Response With direct mail, you can find out within a week or two whether or not your marketing campaign is working. Response or feedback typically varies depending on the quality of your mailing list, your offer, and the overall effectiveness of your campaign. Marketing experts recommend coding your mail pieces to determine the effectiveness of different variables.
• Tangible Unlike digital mail and text messages, direct mail materials are “real” and tangible. Your customer can see, touch and feel it. Direct mail provides a great opportunity to capture your prospect’s attention. Craft your message so that the recipient will want to open and read the message.
How to Make It Work
• Grab their attention with the headline. A great headline captures the reader’s interest and makes them want to read more, while a poorly written one will send your marketing materials straight to the circular file.
• Get your letter opened and get it read. Make your message personal by using your customer’s name. Keep the tone friendly and use simple words and short sentences. Use the words “you” and “your” often.
• Focus on benefits, not features. Your prospect wants to know how your product or service can benefit him/her. Identify your customer’s needs and wants and let them know how you can help them.
• Make an offer. Give your prospect something of value so they will keep reading. You can offer them a discount, tips, or amusement.
• Call to action. Ask your prospects to call, order or visit. Set a deadline and offer incentives for immediate action.
• Keep in touch. Repeat mailing leads to increased response. By advertising regularly and staying in touch, prospects will come to recognize and trust you, and they’ll be more likely to take you up on your offer.