There’s no doubting that online marketing has taken the world by storm. Not only is online video usage reigning supreme over traditional TV viewership, however it seems the world has actually gone mad for– and forgotten– the worth still kept in offline marketing. Looking for email sending software? See Sendblaster alternative.
Among those offline tactics is direct-mail advertising marketing: sending letters, postcards and pamphlets to the mailbox of your perfect client.
What is direct mail?
Direct-mail advertising is a type of direct marketing where promotional products are sent to prospective customers in the mail.
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With the increase in popularity of online mail boxes, the ones stood outside your door get a bad reputation. E-mails provide discount codes for your favorite stores, but IRL-mailbox area is filled with expenses, right?
Here’s why direct marketing ought to form part of your strategy in 2019 and three brand names who’ve set a fitting example.
What can direct mail marketing offer that internet marketing can’t?
Internet marketing is great, but its offline option has been proven to drive much better results.
It’s much easier for clients
One reason direct-mail advertising marketing is more reliable is since it’s simpler to comprehend. One study found it takes 21% less cognitive effort to procedure, meaning your audience do not need to invest time (and brainpower) into your mail.
The success of any marketing project– whether it be online or offline– depends on how it resonates with your ideal audience. If they’re discovering it hard to understand or end up being puzzled at any point, it’s not likely to satisfy your goals.
Direct mail is more memorable
Think back to some of the greatest ad campaign you’ve seen in the last 10 years. Opportunities are, you’ll roll a handful of brand names off the pointer of your tongue, without a Google search in sight.
The brand names you’ve listed nailed their marketing campaign; it had a long-lasting impact on you. Direct-mail advertising marketing is proven to be much better at this than the virtual alternative.
It’s been found that millennials who invest more time with physical advertisements have a stronger emotional reaction, resulting in better memory of them. You might be on the list of the next generation’s most-loved marketing campaign by optimizing your use of direct-mail advertising.
It has a much better response rate
Previously, we quickly mentioned that people often prefer virtual mailboxes to those outside their houses. That doesn’t indicate the online version is more reliable.
Direct-mail advertising has a much better reaction rate than email marketing, with 4.4% of campaigns getting a response when provided through the mail, compared to simply 0.12% online. [Click to tweet Tweet this]
That means that in a campaign delivered to 1,000 people, 43 more people will communicate with your direct mail than your emails.
You’re losing out if you push your entire marketing spending plan into email– specifically when direct mail can be more cost-efficient.
3 crucial ideas to develop an effective direct-mail advertising campaign
Want to stick out from the crowd and ensure you pull off a marketing campaign that drives a high ROI? Here are 3 pointers.
1. Be imaginative
Direct mail empowers you to be imaginative. Do not just fire off a boring letter that could get mixed up with a target’s expenses; produce something nobody has actually seen before. Throw a celebration in their mailbox!
You can do this by sending:
Interactive letters, where your audience needs to do something to expose a message
A wonderful example of imaginative direct-mail advertising marketing originates from the group behind World Water Day’s project. Their objective was to raise awareness about the event, however they decided to create a direct-mail advertising with words that just ended up being visible when taken in water.
Not only did this direct-mail advertising campaign explain their objective creatively, however it ended up being an interactive piece of material. Interactive content has been proven to generate 2x more conversions than its passive alternative. Genius?