As any business knows, marketing is hugely important. It’s how leads are gained, customers are converted and how products or services are sold. Without some sort of marketing, success is unlikely. There are a number of different ways for a business to market to their target audience, with digital marketing being a popular one. However, that has left room for the resurgence of direct mail marketing. With many businesses focusing all of their marketing efforts on the digital world, others are taking advantage of direct mail and its impressive benefits.
Why is Direct Mail Making a Comeback?
- With More Data, Comes More Options – There is no denying that data is being used more than ever, which means that data can be found for everything. Whether it’s through social media or online contact forms, consumer data is constantly being collected. This makes it a lot easier to define an ideal demographic and target audience. Rather than simply direct mail marketing to everyone and hoping for the best, businesses can now target a specific gender and age range within a certain location. This kind of targeted direct mail marketing boasts a much higher response rate than many businesses have experienced before. Mail can be sent to those who are most likely to respond and those who are most likely going to turn into customers. Therefore, it is a worthwhile investment as irrelevant recipients can be excluded from the very beginning.
- Direct Mail Marketing Can Be Highly Personalised – When it comes to marketing, personalisation is key. It creates a rapport with a potential customer and it certainly engages them. Sending the exact same direct mail to every recipient is unlikely to work, as they are individuals with different interests and requirements. What works for one, may not work for another. Luckily, direct mail marketing can be customised in a number of ways. As well as addressing direct mail to the recipient by name, businesses can also use varying images and text to build a relationship with them.
- There’s a Lot Less Competition With Direct Mail Marketing – With so many businesses turning to email marketing and advertising online, there is less competition being directly mailed to a target audience. This means that the direct mail they do receive is likely to stand out and be noticed for the right reasons. When fewer things are being delivered to the door, those that are will surely garner attention. A business that decides to use direct mail marketing has less competition to worry about.
People Are Paying Less Attention to Emails – Almost all businesses that market online use email marketing in some way, which means that there is an awful lot of emails for people to sift through on a daily basis. This makes it difficult for individual emails to stand out and many go unread. Marketing emails tend to be grouped together and dismissed before they receive any attention, as receipts assume them to be spam or of no interest. When someone receives a piece of direct mail, they have no choice but to pick it up and look at it. These are things that email marketing cannot guarantee.
As you can see, there are a number of reasons as to why direct mail marketing is making a resurgence. Though digital marketing is hugely popular and does have its benefits, more and more businesses are realising that direct mail marketing has a huge advantage that cannot be found anywhere else. To find out more about direct mail marketing and how it could work for your business or to get started today, get in touch.