Yes. That’s the short answer when questioning if direct mail marketing is still useful. The slightly longer answer is: empirically, observably, historically yes it is.
That’s not much better, but to be frank, the question is only considered if digital marketing is thought as the only viable/most important marketing strategy of the time. And anyone who has seen the flaws in digital marketing can tell you, direct mail marketing has some huge perks that are foolish to ignore.
If you haven’t figured it out from the name, direct mail marketing is the act of mailing materials straight to prospective customers. This wide form of marketing is one of the oldest methods of communicating with a geographic based demographic.
Direct mail marketing can take the form of printed brochures, pamphlets, catalogs, newsletters and postcards appearing with the daily mail.
A great feature of direct mail marketing is the amount of control one has when using it. Unlike email or online advertising, direct mail marketing can’t be blocked by an automated service. Marketing material comes directly in the mail side by side to bills and other pertinent information all people need to receive. This means every person you mail to will see your message upfront.
With a clever design and a dedication to branding, even the smallest interval of time used to see marketing material will yield results. This is probably why a majority of consumers prefer direct mail to help make purchasing decisions.
If you continue to compare direct mail to digital marketing, you’ll find direct mail doesn’t come with an age gap that online/digital marketing runs into. Even though we live in the 21st century a staggering amount of Americans don’t have or use the internet . With direct mail you don’t run the risk of losing over 10 million Americans.
Additionally, direct mail doesn’t come with any risk to the receiver. Unlike online ads that appear via email, printed mailers don’t come with the fear of malware or viruses that can hurt your computer.
If you’re interested in using direct mail marketing there are three things you need to use in your copy.
Conversions, the number of browsing customers who have changed to paying customers, due to direct mail can be measured in a variety of different ways.
Like in any good marketing campaign, you need to weigh the possible cost. In the case of direct mail marketing, because the method of communicating is done via the mail, the cost is coming from both printing and mailing your materials. However, be aware that there are several different factors that can greatly change the cost.
After you’ve finished making your considerations, you are free to send out your mailers. Once you do, give yourself some time to measure the effects. Remember that people are operating with content they receive via direct mail. It might take them some time to react to it.
In the time after you send out your content, be sure to survey and collect data. Knowing how your direct mailing strategy fared will help inform you on how to drive success for your next campaign.