What Is the Direct Mail Advantage?
Direct mail is a way to reach a potential customer or buyer in a more personal way. You can use this marketing strategy for both B2C and B2B businesses. Some common types of direct mail include postcards, newsletters, and sales sheets. The type you choose will depend on your goals.
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For example, if you’re promoting a new product, you may not need a full catalog. Rather, you can send a postcard with a description of the product, a brief description of how it works, and a link to buy it. Another strategy would be to provide a coupon or discount on the item.
If you’re planning to promote a special event, such as a holiday, consider using a dimensional mailer. These mailers can fold open to reveal design elements like pop-ups or tubes. They are an excellent way to create interest and boost your marketing efforts. However, they can also be expensive. When choosing a dimensional mailer, make sure the message you’re sending is consistent with your overall campaign and that your audience will find it relevant.
The best direct mail pieces have a catchy headline, a complimentary color scheme, an eye-catching image, and a company logo. You can add a phone number on each side of the piece for more personalization. It’s also important to have a professional print job. A gloss finish will give your piece an extra appeal.
One of the biggest benefits of direct mail is the response rate. While it can be as high as 1 or 2 percent, you can increase your results by testing different offers, messages, and envelopes. Depending on the type of mailing, the cost of postage will vary. First-class posting costs more than standard mailing. But it comes with the benefit of tracking barcodes, a free return option for mail that didn’t deliver, and a delivery time of 1-4 days.
One of the most effective ways to increase engagement and conversion is to personalize the messaging. Having the recipient’s name, age, and gender on the piece will help you speak directly to them. Personalization will take some time to implement, but it has a proven track record of returning a good ROI.
Aside from personalization, another advantage of direct mail is the opportunity to reach prospects on a more intimate level. Unlike other forms of advertising, direct mail can cut through the noise and speak to the person who’s most likely to purchase your product. This is a great way to increase awareness and build trust.
Whether you’re a startup or a veteran marketer, a direct mail campaign is a great fit for your business. Using a variety of direct mail materials can help you engage your target audience and encourage them to take action. Combined with your online marketing, you can create a seamless buying experience.
If you’re just starting, you can learn more about utilizing direct mail by reading Who’s Mailing What!, a downloadable PDF document that lists over 150,000 direct mail examples. The data is updated daily with new campaigns, so you can get a jump start on learning how to make the most of direct mail.
