Do you think that direct mail is effectively just ‘junk mail’, and that all of the most successful firms use purely online marketing? If so, then you could be in for a rude awakening when the return from your email marketing or social media marketing campaign proves less impressive than you’d hoped.
If anything, more and more companies are realising the value of heightened investment in direct marketing, and in particular, how direct mail and online marketing forms can not only co-exist, but also actively feed each others’ efforts.
Most importantly of all, response rates from direct mail recipients are improving, which shows how this supposedly outmoded marketing form has survived even the Internet revolution.
Why is direct mail marketing still so relevant?
At a basic level, people still like physical, printed matter.
When direct mail drops onto their doormat, they are still compelled to pick it up, open it and peruse the contents. Compare that to the immense numbers of emails that go unread each day.
Direct mail marketing continues to be heavily used in a wide range of industries, with the utilities industry’s expenditure on it, for example, having been £11.9m in 2010. Furthermore, of all of the post that the average person receives, almost 25 per cent is direct mail from financial services providers.
Firms in these field know that when it comes to communicating their brand values far and wide and building longer term, more lucrative relationships with customers, a well-executed direct mail marketing campaign remains highly cost-effective.
How to get maximum success from direct mail
With emails, there’s so often no sense of occasion or urgency, something that’s very different with direct mail marketing. For one thing, you aren’t restricted to the conventional, deeply unimaginative direct mail letter. What about including samples, coupons and/or catalogues instead?
For the best response, ensure that your direct mail arrives in an envelope with the morning post and incorporates a clear reply mechanism – perhaps a competition to enter, or a request for information – through which you can begin to build a database of prospects.
Why start-ups must be patient with their direct mail marketing
Indeed, the need to build such a database is one of the obvious caveats for start-up companies considering a direct mail campaign. Such marketing makes much more sense when you take the long view, showing some patience and planning each campaign carefully in advance.
Without a good amount of information with which to target your best prospects, you won’t be able to extract the maximum value from direct mail marketing. For example, there may be a need to establish a rapport with certain target customers, before they will be moved to actually purchase from you.
Nonetheless, with the right information about prospects and the right objectives set, you can enjoy significant returns from Direct Mail Marketing for Start-up Businesses.