The Importance of Direct Mail to Your Company’s Marketing

There are many strong reasons why your company can greatly benefit from using Direct Mail. Reaching out to a customer across multiple channels will not only increases you’re branding, it will embed you companies name in the mind of your potential clients. Research also indicates that Postal Marketing is one of the cheapest and most effective marketing strategies. With 9 out of 10 people opening all their Direct Mail, it is one of the best ways to bring on potential prospects.

Here are some of the benefits that Direct Mail can bring and how it can be used in conjunction with other marketing strategies.

High Conversions
A recent study revealed that 98% of consumers bring their mail in the day it is delivered, and 77% rummage through it immediately. The ability to reach out to consumers is one of the hardest parts of marketing, so Direct Mail, unlike email marketing, allows you to avoid that pesky spam folder and get in front of your target.

Utilize this opportunity to mention an upcoming sale or event. Force a response or drive that customer to your website for more information. This will provide you the opportunity to communicate your message across a variety of different channels.

Flexibility
Direct Mail is flexible in that it can serve a variety of different goals. It can be used as an invitation or short-term promotional tool, like in the form of a voucher. This would be an excellent approach for a new company that is looking to drive initial use or generate quick revenue.

Postal Marketing can also be used as a reminder or informative tool. This is perfect for companies not looking to generate short-term sales, but rather establish long-term relationships with their clients. This type of approach often sees personalised mail shots that serve the purpose of reminding the client about their relationship. They could be the in the form of birthday cards, other holiday reminders, or even Newsletters that give that individual a glimpse into the inner workings of your company.

Effective and Efficient UK and overseas
Direct Mail is one of the most measurable forms of marketing—you can easily record the number of mail shots that are sent out, and use vouchers or codes to record response rates.
Not only is it measurable, but it also allows you to easily target your recipients. Unlike other forms of marketing that can hit outside of your target market, Direct Mail is personalised to the point that you are able to select a geographical target, demographical, or even physiological group.

Use Direct Mail in an Integrated Approach
Direct Mail is a great tool when used in conjunction with other marketing campaigns. It can utilize a message, develop a brand, generate short-term return, or even gather important information. The benefit of this approach on your marketing campaigns is greater than the alternatives.

A successful marketing campaign depends on a variety of factors, but essentially, the process hinges on the ability to reach the target market, effectively communicate a message, and monitor the results. Even though there is a trend towards digital marketing and online media, Direct Mail still remains a very important part of the marketing mix and should be a part of your business.

Tangible
There is no other medium that enables you to put a physical item into the hands of potential client. As soon as someone sees a mail shot land on his or her doormat a first impression is created. Unlike emails and adverts, a mail piece is a tangible item, you touch it, you hold it and interact with it, so why not use that unique aspect, and make the most of it.

Is it not better to invest in every area of your mailing, to maximize your response? Even a simple branded envelope can lift a mailing. This could be your first ever contact with this prospect. Make sure that your first impression is the right impression.

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