Long live Direct Mail! Why offline marketing still reaps big returns
In this modern age of digital marketing, more traditional, offline marketing channels such as direct mail can easily be forgotten. However, this is a big mistake. Research tells us that a well thought out, targeted direct mail campaign is still one of the leading ways to engage and convert customers.
92% of respondents who felt something as a result of receiving
valued mail, did something.
(Source: Mailmen – Key Facts)
Why? Because there’s so much NOISE out there, online. If you’re a young person, glued to your mobile or tablet most days, then it’s unlikely that you will receive a lot of postal communication. This is why direct mail can be a real winner for the 18 – 34 age group. According to a study done by Forbes, it was found that this age group actually preferred hearing about products and services via direct mail instead of online advertising! Now, that’s a thought, isn’t it?
(Marketing) Campaigns that included mail were 40% more likely
to deliver top-ranking acquisition levels than campaigns without mail.
(Source: Peter Field, IPA Effectiveness Awards Databank)
What are the benefits of a Direct Mail Campaign?
- Reading information on printed paper is much easier than on a computer screen.
- A mailer can be read anywhere – in the office or home – we’ve even heard of people reading newsletters in the bath!
- You can create an emotional connection with potential clients. A mailer helps you to connect with your clients and prospects on a much more personal level.
- The shelf-life of an effective mailer is as long as people want to keep it! A strong sales piece will be kept, read again, and then potentially passed on to others.
- Direct mail increases trust and raises brand awareness for your business.
- A good mailer is a great way to direct traffic to your website, despite being an offline channel.
- Direct mail can be recycled!!!
83% of people valued mail that kept them up to date
(Source: Mailmen – Key Facts)
What makes a good Direct Mail campaign?
Be creative; the more your mailer stands out amongst a pile of boring bills and letters, the more likely people are going to open it. Give them something striking and innovative that they will want to keep – that way, they are much more likely to remember your business.
We’ve pulled together a few of our favourite ideas to help get you started:
- Postcards – a simple A6-sized postcard is a great way to remind people about what you do.
- Coloured, brightly printed envelopes – create an impact that will make people want to open what you have sent them.
- Invitations – we can’t resist an offer or invitation; try printing the words ‘open me’ or ‘gift inside’ on the envelope.
- Choose the right weight of paper and board (card) – this is important as it gives the impression of ‘quality’ – the higher the quality, the more impressive your brand will look.
- Lumpy mail – this is a great way to ensure your mailer is opened and has a 100% success rate! Consider a ‘pop-up’ or ‘pop-out’ mailer that promotes your company or any type of event. This is a fun way to communicate too!
- Desk items – calendars have a fantastic shelf-life; not only could you class these as ‘lumpy mailers’, but they will sit on a desk or wall for at least 12 months. You could also consider printed coasters, mouse mats, pens and pen holders, magnets, notepads, etc.
- Folded mini leaflets – folding to the same size as a business card, this is a really innovative way to include a vast amount of info. Plus, it adds intrigue to your mailer!
Valued mail is informative. 65% said it told them something new.
(Source: Mailmen – Key Facts)
How do I plan my Direct Mail campaign?
When we work with our clients, we ask for a clean database to be supplied – this includes a name, company name (if applicable) and a full postal address. We then mail merge your data onto the relevant material, whether it’s an envelope or a ‘carrier sheet’ which fits inside a polybag mailer. Any leaflets, letters, promo items, etc. are inserted, sorted and mailed. Leaflets and letters can be personalised too.
General timescales for fulfilment (printing, inserting pieces into the envelope, mailing, etc.) will depend on the size of your mailing and how much personalisation you need. For example, a mailer with a simple insert plus an address would only need 2 – 3 days to fulfil. However, if you need personalised information to be inserted as well, this could take an extra 1 – 2 days. When it comes to timings, we always advise this at the start of discussing any direct mail project.
Are you thinking of running a Direct Mail campaign? Please feel free to get in touch or give us a call on 0116 253 1222 – we’d love to talk through your project with you.
