Why Direct Mail Still Works in 2019

Digital advertising is common-place but direct mail is still very much alive and kicking in 2019. Why? In an age when our in-boxes are loaded with advertising, direct mail stands out. In a nutshell: it’s personal, highly-targeted and there is an element of feel-good factor about it. After all, who doesn’t enjoy getting something through the post?

What is direct mail?

Advertising by direct mail means using the postal service to reach a target audience. The mail lands on your doormat in the form of brochures, newsletters, post-cards and catalogues. Examples are a holiday-brochure, a ‘New Year – New You’ reduced gym membership, a post-card with a restaurant offer, or a guide to up-coming shows at your local theatre.

Why use direct mail?

Is it beneficial? Yes, absolutely! For the following reasons:

• It’s Individualised
  If the customer has something addressed to them the chances are that curiosity will get the better of them and they’ll open it. Unlike email advertising, which they can delete with the click of a button, they are more likely to skim read it or, if it is a catalogue, flick through the pages. It gives the customer something solid and tangible to look at and keep.
• It Raises Brand Awareness
  A mail drop can be extremely memorable, especially if it is creative and inspiring. Depending on your company, you could send samples, such as make-up, household or baby products; or, if you offer a service, you could send vouchers. Alternatively, try calendars, mini-directories or charts (such as weight loss charts), to be stuck on the fridge or filed in a coffee table drawer for customers to refer back to time and time again.
• It Can Expand Your Customer Base
  Catalogues and offers can be given to friends or family; so, if your recipient doesn’t want a new kitchen, buy new clothes or sell their home, they may well know someone who does.
• It’s Highly-Targeted
  Your customer may be someone who has booked a holiday with your company, bought home furnishings, or is a member of your organisation. If you target existing customers, you are more likely to get a better return for your money. Make it seasonal to ramp up sales. Consider New Year and late spring for gym membership, key holiday periods for events, and seasonal catalogues for clothes or fresh food.
• It is Effective
  Statistics show that direct mail is third in the results chart behind email marketing and social media advertising. According to JWM Business Services, you can expect a 2-4% rate of return, with half of those making a purchase. Why not keep track of the effectiveness of your campaign by adding codes to your mail drops?

For more information on direct mail, contact Print Colchester today!