Direct mail marketing… still alive and kicking, despite what you think!
It’s perfectly understandable that when you are considering means of generating those all-important hot leads, direct mail marketing may not be the first option that you consider. Not only might you not consider it at first, but you might even actively dismiss it. With so many other forms of marketing out there for lead generation purposes, from email marketing to content marketing via blogs, articles, social media posts and more, direct mail is surely laughably updated.
Or is it?
Just think about your journey home. When you get back, one of the very first things that you do is reach down to your door mat and pick up the post – and if anything other than the usual energy bill or bank statement arrives, it’ll probably be the first thing you open. People like physical mail. They trust it, and even if they don’t take an immediate interest in it, they often pick it up again at a later stage.
You don’t always need technology for successful marketing
Compare that to television or radio advertising that comes and goes out of the viewer or listener’s mind, or even marketing emails, which many people dismiss straight away if the source is unfamiliar. An email is extremely easy to ignore, as are online articles, blogs and even social media accounts. But people have been receiving paper mail seemingly since time began, and they know that a bit more time and expense is required to carry out a direct mail campaign.
What’s more, if the content of that direct mail marketing is tailored to them, they feel valued… much more than is the case with an email, where the name of the person addressed may change, but nothing else. It could provide you with the perfect foundation for a flowering longer-term relationship, bringing the steadily growing client base and attendant commercial benefits that companies spend huge amounts of money trying to achieve online.
But of course, people’s offline lives are hardly separate from their online lives, in any real sense. As soon as a person has looked at your direct mail, chances are that they will be glancing at the Internet on their smartphone, perhaps perusing the latest updates on Facebook or Twitter.
Don’t you want them to be searching for your company, and its products or services?
In today’s marketing landscape in which email marketing, social media and Pay Per Click are firmly entrenched, the answer isn’t to simply swap them for direct mail marketing. Instead, incorporate all of these techniques into one coherent marketing effort, embracing all of the online and offline media that your target customers interact with. Raise awareness through highly targeted direct mail, driving traffic back to your website and opt-in pages.
Even Google still undertakes regular direct mail campaigns.
If the world’s largest Internet marketing business continues to derive benefit from direct mail marketing, just imagine what relevance it could retain for your own company.