Most of us are accustomed to accumulating a mass of direct mail each year. In case you are unaware of what direct mail is exactly, they are the pieces of seemingly random paper we receive in our daily mail with advertisements printed on them. In a way, they are mini billboards, but with more information.
Direct mail marketing can provide a higher return on investment (ROI) than any other means of advertising. Impulsively, a lot of recipients throw these direct mail advertisements away. This is why it may take repeat mailings to the same mailing list before the response rate increases to its full capacity. With direct mail, it takes several tries to really reinforce the message with your target audience. Especially for small businesses who are trying to circulate their name even more, direct mail marketing will take some dedication and must be done repetitively.
Another important aspect of direct mail pieces is the sense of urgency in their body copy. Since recipients are already naturally inclined to glance at flyers and throw them away, the message they display must be timely, important and express urgency. For example, if you own a business, you will want your pieces to exclaim short-term deals so it urges the recipient to act fast. If these short-term deals end July 30, begin sending the direct pieces out on June 1, so you are guaranteed to reach the recipient at least 3 or 4 times before the offer is up. It is hard for people to pass up great deals, so it is very effective to send out direct mail pieces to really get attention.
Although marketers will argue whether e-mail marketing or direct-mail marketing is more effective, there is a compelling argument for the latter. Direct mail marketing is a little more personal which helps it thrive and keeps it effective. Direct mail marketing is excellent for generating traffic for web sites, targeting customers, sending content or news about your company or brands, and most importantly, improves customer service in general. With appropriate lists and targeted customers, direct mail is very effective.
Speaking of targeting customers, more personalized direct mail products should be taken into consideration when your target audience is focused. Depending on what your company's service is, thinking outside the box when sending direct mail pieces can be a smart way to engage the recipients even more. A good idea is sending direct mail with a promotional gift. They are far less likely to throw away a business promotional item, custom pen or personalized fridge magnet received as apart of your direct mail marketing program. Marketing your company, services and products in more creative ways is vital.
The number one thing to remember when utilizing direct mail is the idea of repetition. In a world with countless distractions, noise and clutter, current or potential clients are bound to ignore your marketing message at least a couple times before they really understand it. However, with persistence and creativity, you are bound to get the message across to them sooner or later.