Direct marketing is far from dead. Here are six great reasons your business should consider using it.
In this age of digital marketing, social media, and big data, you might be forgiven for thinking direct mail is a thing of the past. The idea of businesses sending promotional material through the post seems as archaic and outdated as paging your friends or listening to a cassette tape.
But direct marketing is far from dead. Although the medium might be a traditional one, direct mail is one of the most effective ways for brands to reach out to their customers. In fact, studies show that direct mail recipients purchase 28% more products and spend 28% more money.
Even in 2020, there is still hope for direct mail, and here are six great reasons your business should consider using it.
High return on investment
Most modern businesses focus their efforts more on paid search campaigns and online advertising than direct mail. But direct marketing gives you a significantly higher return on investment than either of them. Studies show direct mail offers a 29% ROI, putting it just behind social media and email marketing. So if you want your marketing budget to go further, it’s time to start licking envelopes and buying stamps.
It works well with your digital marketing strategy
The best digital marketing strategy is a holistic one, where all elements of your marketing work together. By sending flyers and letters to potential customers through the post, you can use this marketing to drive people to your website or social media channels. Some brands use QR codes on their leaflets, which take readers straight to a checkout page to purchase a product.
It is trackable
You might think it’s hard to measure how effective your direct marketing efforts are, but it is completely trackable. You can use specific links, phone numbers, QR codes, and email addresses in your direct marketing. When you view your web analytics, you will be able to see which web visitors and customers have come to you as a result of direct mail.
It is becoming less common
Fewer brands are using direct mail as a marketing channel these days, and you might think this would be a reason to stop using it. But in fact, the opposite is true. A letter through the post from a brand is now a rare thing to see, and as such, it will stand out and make more of an impact on a potential consumer.
Consumers prefer it
73% of consumers say they prefer direct mail as an advertising method, and if that’s not a good reason to use it, what is? People receive less and less mail these days, but it makes them feel valued when they do. Using direct mail gives customers a much more engaging experience than a simple email or social media ad.
It grabs people’s attention
An unwanted email in your inbox gets deleted right away, and you often scroll straight past social media adverts without reading them. But a letter through the post is more likely to get your undivided attention. People treat mail with more importance than emails, and as a result, look at every piece of mail to make sure they don’t miss anything important. Add to this the fact that mail tends to stick around in your home for a while before you throw it away, and it’s obvious that direct marketing is a great way to get people’s attention for longer.
If you are interested in using direct mail services in your marketing strategy, click here to find out more.