It might seem like direct mail should be dying out, considering the crazy digital age we live in, but this form of marketing is still thriving and it continues to work for businesses—if utilized as part of an integrated approach. Direct mail marketing remains effective and can be an exciting way to keep in contact with current customers and reach potential ones. Determining the best way to reach your target demographic and understanding the best course of action when it comes to direct mail marketing still yields successful results, as long as you approach with enthusiasm!
When deciding whether or not direct mail makes sense for your business, the first step is to evaluate your target market. If you’re focusing on a younger target demographic for your campaign, such as teenagers and college students, this might not always be the most fruitful option. It’s unlikely that teenagers in households are the ones going through the mail and it might be difficult for you to obtain the correct address for reaching a college student, considering they aren’t always in the same place. Those who have retired, stay at home moms, or other people who are likely to bring in and sort the mail every day, might be better suited for direct mail marketing campaigns.
If your target market seems like it will be receptive to a direct mail campaign, then you are in luck, because this marketing technique has many advantages. The fact that most people bring in their mail almost every day of the week guarantees your potential customers will at least take a peek at what you’re sending them, if only briefly. Even if they ultimately decide to toss your piece of mail, there’s still a chance they’ll catch your message or a glimpse of your brand before they do; the same can’t be said for email marketing, where it is all too easy to delete an email without ever seeing its contents. Determining how to utilize those few moments to entice them to read more is up to you—and it can be exciting—because this allows you to be creative in order to catch someone’s attention.
Another reason direct mail marketing works for businesses is because it feels more personal to potential customers. When you receive something in the mail with your name on it, including possible offers based on your information, it feels like it was specifically tailored for you. Getting something in the mail feels like it took effort and you don’t need to download anything to view it. Not having to deal with a mobile device in order to take advantage of potential offers is sometimes a welcome change for most consumers and can certainly be more enticing.
When I mentioned that direct mail marketing should be part of an integrated approach, I meant you should combine several marketing tactics for your campaign. Combining email marketing and direct mail marketing will help you improve your chances of gaining potential customers, as opposed to trying just one. You should be willing to use different tactics to see what works for your business and direct mail marketing, when combined with other campaigns, can spread your message, develop your brand, and gather important information about potential customers—along with many other great benefits. As long as you take the time to figure out how to best reach your target demographic, you will be able to generate interest in your business.
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