Direct Mail is Most Effective As a Promotional Technique When Reaching Potential Customers
Although many people dismiss direct mail as ineffective, it is a valuable promotional tool that can reach a wide audience, including those who might not otherwise use online channels. Its personal touch, creativity, and unique formats can increase response rates tremendously. Here are some of the benefits of direct mail for your business:
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Handwritten direct mail
While the average American consumer sees thousands of advertisements each day, handwritten direct mail is the least effective promotional technique when it comes to reaching potential customers. The average American consumer sees 300 advertisements within the first hour of waking up! While this may be a disadvantage, handwritten direct mail is received after work, when the consumer has fewer distractions. Handwritten direct mail has a few advantages.
For one, handwritten letters make recipients feel special and personal. Most people don’t want to receive more junk mail, so handwritten letters will add a personal touch to your marketing strategy. Moreover, it’s estimated that 98% of people will read handwritten letters. This is significantly higher than the 42% response rate for printed direct mail. The personal touch of handwritten letters is often the deciding factor when it comes to determining the ROI of a promotional campaign.
Postcards
Postcards provide a limited amount of room for error, both in physical space and in content messaging. With only a few seconds to grab the attention of potential customers, companies need to choose their words carefully. They should convey a compelling message that pushes the reader to take action. Listed below are some tips to make your postcards more effective. A successful postcard campaign will place your promotional message in front of your target market at least three times.
Millennials are the demographic that direct mail is most effective for, and that’s good news for you. While they are often skeptical of direct mail, this medium is overwhelmingly embraced by millennials. National Mortgage Professional Magazine reported that millennials are the biggest recipients of direct mail. And that the age of your recipients doesn’t matter – it just depends on how modern they are! The percentage of millennials that open letters and postcards is higher for postcards than for letters. So what are the best postcard marketing techniques?
Postcards with a clear CTA
Unlike most types of mail, postcards can be read without having to be opened. As such, a postcard can grab the reader’s attention and take them to a website or event. In many cases, postcards can be used for brand awareness, announcements of new products, or even to remind readers of an appointment or subscription. If you are using postcards to promote a new product, it’s important to choose a CTA that will get a response.
The most effective postcards contain a clear call-to-action (CTA), but they are also the most expensive. They may require several mailings to get the best results. It may take up to four mailings before a seller contacts you. To gauge the success of your direct mail postcard marketing campaign, you may want to test different variations. For instance, if you mail 1,000 postcards to a given list, ten property owners will contact you, while twenty percent of them will.
Postcards with a confidential message
Compared to other forms of direct mail, postcards are inexpensive, easier to send, and less likely to be discarded than other forms of direct marketing. They also tend to be read more readily than other forms of direct mail. However, postcards are not appropriate for every type of direct marketing campaign. Whether it’s a product or service promotion or marketing promotion, postcards are not the best choice for all situations.
For the best results, postcards should have a short headline that draws attention. An attention-grabbing headline should steer the reader to the side of the postcard with the message. The message itself should be easily understood and colorful. The company should also include a clearly defined Call to Action (CTA), such as a website link or phone number to schedule a service.
