Marketing and Direct Mail Tips

Recently the focus of marketing has been with online tools such as email, web and social media. Instead of incorporating a mix of on and offline marketing, the focus shifted to the easier option of  online. Today more than ever, direct mail reaches people in ways that online cannot. When the physical piece lands in the mail box the recipient touches and looks at the piece. Giving ample opportunity for your offer to be viewed. Email can be deleted without ever being opened and search ads may not even be noticed on the cluttered web page. That said, it’s still important to use multi-channel marketing. The more ways you reach your prospects the greater your ROI will be. A full campaign should include elements of email, web, social media and direct mail.

So lets outline the benefits of direct mail:

  • Direct Mail touches people every day.
  • Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:
  1. It’s targeted.
    Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck.
  2. It’s personal.
    With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond.
  3. It’s flexible.
    From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
  4. It’s tangible.
    Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons. You can also include QR codes to tie in with your online marketing.
  5. It’s measurable.
    Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what’s working and can make adjustments to future mailings if needed.
  6. It’s easy and cost-effective.
    On average your ROI is 1% to 2%. The better the offer, more targeted the list the more likely you are to increase that ROI %.

If you have any questions please call 619-448-6111 or email info@eyecomm.org. We are glad to help.

 

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Comments on: "Why Direct Mail is Important in an Online World" (2)

  1. You really raise some good points about direct marketing collaborating with online marketing. My favorite part is when you raise it as being tangible! In my opinion that is one of the strength of Direct marketing, it has a more personal feel into it.

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