Direct mail is a marketing strategy where a business communicates with a large number of potential clients all at once, by mailing them printed marketing materials including flyers, brochures, product catalogues, and promotional letters. The copy is tailored to appeal to specific locations and demographics to increase the chances of making sales.
Direct mail often gets a lot of hate. Here are some pros that aren’t usually discussed:
- Target Specific Neighborhoods – By carefully analyzing a neighbourhood, you can determine whether it’s a good fit for your business. Zeroing in on the most likely prospects saves you time and advertising costs, and you get a bigger ROI.
- Personalized Marketing – You can include phrases, humor, and images that make sense to people in the target region and demographic.
- Large-Scale Marketing – You can improve your brand presence over large regions and reach hundreds or even thousands of potential customers in one campaign. However, for a high ROI, it is important not to pitch unlikely targets just for bigger coverage.
- Cost-Effective Marketing – Printing direct mail marketing material is relatively cheap and easy. There are lots of user-friendly desktop applications for designing marketing mail. You can also pay for web-based services which allow you to design your materials online, and then have them printed and shipped for distribution. For even lower costs, you can take advantage of discounted mass mailing rates offered by some postal services.
- Measurable Results – The results of large-scale marketing are often difficult to track. To make this easier, you can include a special discount code on your promotions and (in case the prospect forgets to use the code) compare new prospects’ addresses to the ones you sent mail to.
- Scalable Results – With a system for measuring results in place, you can scale up your campaign for the most successful locations. You can also use more of those mail designs, phrasings, and offers that result in the most responses.
- Familiar Mode of Communication – Traditional mail is one of the most widely recognized form of communication and one which most people are comfortable with. Email, for example, may be faster and more convenient, but there is still some scepticism attached to it.
- Tangible – The fact that mail is tangible increases the chances that your prospects will interact with it. It is easy to delete an email without reading it, but there’s just a subconscious guilt associated with discarding a well-done physical object on which someone clearly spent time and resources.
- Ease: Doable
- Cost: $100+
- Scope: Small
- Speed: Normal
- Reach: Country