Direct Mail Marketing

A type of direct marketing that is physically delivered to a prospect's mailbox through the US Postal Service or other delivery service. Postcards, flyers, and catalogs are common examples. Email marketing is the digital equivalent.

What is direct mail?
Why does direct mail still work?
Do's and Don'ts of Direct Mail

word list
direct mail marketing

Direct Marketing

The world of marketing today is largely digital. But when done right, direct mail can work with your other channels and make your business stand out.

What is direct mail?

Direct mail is any physical correspondence you send to customers in the hope that they will patronize your business.

All your email campaigns need is something that identifies you or your business, a call-to-action (CTA), and a way for your customers to contact you. The rest is up to you. Be as creative or minimalist as you want.

Why does direct mail still work?

On his blog, Neil Patel, entrepreneur, marketer and bestselling author, wrote about a recent study that looked at the average return on investment (ROI) for each marketing medium. The research found that direct mail has a higher ROI than paid search ads and online display ads. In fact, direct mail was only 1 percentage point behind social media, the second most profitable medium.

Other recent results also showed that direct mail response rates (5.3%) are higher than email response rates (0.6%). So why is direct mail, which many say is declining, still so effective?

The merge is interactive.

Because customers physically process email and usually review it before deciding to keep it, direct mail can help you get more exposure for your marketing.

For example, if you add a promotional offer, coupon, or call to action that requires them to do something with the sender. B. Take it to a store or restaurant, your customers are more likely to stick with it.

This is unforgettable.

Receiving letters in the mail can evoke nostalgia for the days when friends or family sent you letters. If you want to elicit a more emotional response from the recipient, consider adding a personal touch, such as a handwritten note or signature. Small gestures like these can make your marketing more memorable.

Can have a range.

Direct mail can also reach a wider audience than email ads if your target audience is less likely to use social media or email. This form of marketing can turn some people into potential customers who would have missed all electronic advertising altogether.

It offers many creative possibilities.

You can combine social media and digital content marketing with direct mail for a seamless customer experience.

For example, a Utah marketing company launched a Christmas campaign by sending a card and a $20 bill to encourage recipients to spend the money on charitable donations. When people scanned the code on the back of the card, a YouTube video with explanation appeared and they were given a hashtag to use when posting on social media. This increased brand awareness and drew public attention to the company's values.

There are even more ways to get creative with direct mail, as its tactile nature allows you to engage the senses of your recipients more than digital marketing. Here are some examples of innovative marketing techniques used by different companies:

A Brazilian gym has handed out calendars with cutouts of men and women to its customers. As they decreased each month, people's silhouettes became slimmer, mimicking the effect of constant exercise.
To promote World Water Day, the marketing team sent out a direct mail with a message that was only revealed after being soaked in water.
An Australian marketing company has shipped disassembled cardboard FM radios. The recipients who had gathered them were asked to tune the radio to a channel where they could hear an announcement inviting them to join the National Defense Forces.

There is not much competition.

Companies are cutting back on their physical marketing efforts in favor of digital marketing. The digital route is the most environmentally friendly and the result is easier to see.

However, because few companies do direct mail these days, they are easier to spot.

Remember that most people at least scan their email before throwing it away, and colorful and creative email is much more likely to be seen in someone's inbox than on their website on Google, and less likely if you're just starting out. People don't expect much from direct mail these days, and they don't face the same distraction when checking physical mail as they do online.

Even if someone doesn't use your coupon or special offer right away, you can still keep it, especially if you need it. They stick it on the fridge or shelf and leave it lying around. So if you're shopping for a new pair of pants or buying a power tool, chances are they come to mind.

Do's and don'ts of Direct Mail

Now that you know the benefits of direct mail, you may be wondering how to get started. Check out some tips to help you save time, money and energy.

What to do: define your target audience.

Think about your product and who it is best for, and focus your efforts on that. While direct mail can have a high return on investment and a high retention rate, researching your target market can help you save money by figuring out where the most likely people live. Your customers.

What to do: run the tests first.

Once you've identified your market and found your target areas, send out a few test packs. When sending tests or a sender, make sure you have a way to track customer interactions. This can be a unique coupon code for a direct mail campaign that is tracked online based on how many customers end up using it. It can also be a phone number to call or an email address set up specifically for this campaign. This way you can easily keep track of who is doing your marketing.

Things to do: make sure you have a call to action

The best and most compelling direct mail, delivered to the right people at the right time, always needs a call to action. Think about what you want the customer to do and explain it clearly. This could be making a purchase, using a coupon code, donating to charity, participating in a survey, etc.

Don't forget to check your email.

Your direct mail is the first impression of your business, so it should be free of typos and grammatical errors. Make sure you or a colleague take the time to check your copy to make sure it's clean.

Also make sure it reads properly. It should flow well and set the tone you expect, be it professional or conversational.

No: don't forget to subscribe.

Keep track of how many people reply to your senders and tag them so you can contact them later. This gives you a database of interested customers who are more receptive to future marketing. You can also use this information to send a short message to thank you for your business.

Nothing: Don't forget to drive traffic to your online presence.

As valuable as direct mail is, it probably won't make up the bulk of your marketing efforts, and the bulk of your business will likely be done online. Use the high response rate above to keep people engaged on your social platforms. This way they can follow your company and stay informed without having to wait for the next message.

You can also link your physical and digital marketing campaigns to scannable discount codes, hashtag campaigns or social media giveaways.

A modern take on a classic necklace

Contrary to popular belief, direct mail is far from obsolete. Despite being one of the oldest forms of marketing, it is still effective at bridging the gap between brands and customers. It's also a great way to get noticed. So if you want to invest your marketing efforts, give it a try.

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Literal Meanings of Direct Mail Marketing

Direct:

Sentences of Direct

The most direct route between two buildings.

Mail:

Meanings of Mail:

Bag or wallet.
A bag of letters to send.
The material is sent by post.
A postal bus, train or ship that delivers such mail.
Mail or the system as a whole.
Letters, parcels, etc. delivered to a specific address or person.
Electronic mail, electronic mail: a computer network service for sending, storing and transmitting electronic messages.
A suitcase, box or bag that can hold clothes, etc.
(ditransitive) to be sent (letter, parcel, etc.) by post.
(transitive) Send by email.
Contact (individually) by email.
Armor made of interconnected metal rings or plates.
Interlocking ring trick to rub loose over white slings and ropes.
Any hard protective covering of an animal, such as reptile scales and plates, lobster shell, etc.
A spot on a bird's feather, in a broader sense a spotted feather.
In the asterisk.
Old French Coin Afternoon Denomination.
Payment in cash or tribute.
Tax.