Is Direct Mail in Your Marketing Mix? (It should be…)

Why use direct mail, you ask?

Because of the personal touch and the many benefits it provides.

And that’s something that email advertising cannot replicate.

Today, a popular way to think is…

“Digital marketing so overshadows traditional direct mail and print marketing that those two channels are a waste of time, effort, and money.”

DON’T FALL INTO THAT TRAP!

Direct Mail Marketing is an excellent means to engage with your prospects and your customers.

Send information about your product or service directly to potential or existing customers.

When you send the product your customer bought, include a sales pitch for the next

(complementary) item.

Use catalogs, newsletters, coupons, or postcards. Make sure you include a strong call-to-action that piques the readers’ interest to act.

A study by the Association of National Advertisers (1) shows that the recent average YOY response rate of direct mail increased 4.9% for prospect lists and 9% for house files.

So, if you aren’t using Direct Mail Marketing, here are 5 reasons to use it as a part of your brand’s marketing strategy.

1. Target Your Most Likely Customers

Direct Mail lets you target only high-intent prospects.

First, identify the characteristics of your existing customers: their age, sex, family income, size of family, interests, etc.

This is easier than it sounds, thanks to the development of top-quality CRM systems. Ask your database good questions to reveal great answers that guide you to the perfect targets.

This helps you channel your efforts to those people with the highest probability of responding.

Next, talk with a reputable List brokerage firm.

Think of this as the marketing equivalent of visiting the doctor. You tell the broker what you have – your product or service – and who you want to communicate with – your ideal prospect as defined by your CRM.

Your broker will diagnose your situation and prescribe the perfect medicine: a list that offers your greatest opportunity for success.

2. Communicate with Existing Customers

Customer retention is the life blood of your company.

You cannot exist with a retention rate of 5, 10, or even 20%.

You need to keep as many of your existing customers as p[possible – the classic 80 – 20 rule.

Not only will these long-term relationships keep the revenue flowing, but these loyal people will recommend you and your company to other prospects and act as champions for your products.

Use Direct Mail to stay in touch with customers, even when you do not have a product to sell; keep the lines of communication open.

For example, keep your customers up to date on company news (expansion, teasers on new products, or seasonal best wishes.)

When the time comes to ask for that next order, you will appear not as some stranger begging for more, but as an old friend reminding your customer of the relationship you built together.

You can also re-establish links with what are known as lapsed or expired customers.

When someone has not bought from you in a long time, it may just be a situation of circumstances. They “loved you once” and it should be easier to get them to love you again.

Do not be afraid to ask those lapsed customer what went wrong with the relationship. Not only will you rekindle your connection, but you might learn something that is a fixable challenge that might hurt other sales opportunities.

3. Personalize Your Campaigns

A well-personalized marketing campaign can be highly effective and powerful.

This is where you use the power of the data you hold.

It might be as simple as a line like, “This investment could make you the richest person in the South Bay area…” or as specific as, “Due to your purchase of the Collector’s Jewelry Set last month, we can now offer you a very special discount on the Elite Jewelry Cleaning Kit.”

Customers like it when you show that you know them, that you like them, and that you care about them.

Segmenting your audience allows you to create personalized messages that go straight from the eyes to the ego.

4. Accurate Performance Measurement

In the battle of performance analysis, Direct Mail beats digital marketing every time.

You do not need sophisticated analytics tools to count your leads or sales.

And there is no guesswork when it comes to who received your message.

With Direct Mail, you can quickly check the level responsiveness of your mail recipients.

Just count the number of reply cards, redeemed coupons, phone inquiries, etc. you get.

If you decide to use direct mail automation services you will be able to track the delivery progress right from your dashboard.

Or, if you like to go “old school” you can build your own response analysis spreadsheet in Excel.

With Direct Mail, there is no need to compare the effectiveness of keywords or phrases. You can ask simple questions like, “How did this list perform?’ or “How did this offer do?”

5. Its Fast and Easy

Direct Mail campaigns are easy and quick to execute.

Companies that use Direct Mail marketing don’t need to invest a lot of time or resources.

It is easy for both your business and customers.

You can quickly send out Direct Mail campaigns and track performance easily. There are many excellent service providers – locally, regionally, and nationally – who can help you “get your mail out.”

For your customers, it is easy for them to read and respond.

A recent study by Canada Post shows that the combination of a Direct Mail campaign with an Email send boosts response rates on the email by as much as 21%.

In Conclusion…

Direct Mail marketing campaigns can help you improve the number and quality of leads and generate more sales.

These campaigns are quick, easy to use, cost-effective, and offer a high on return on investment.

Identify your target audience, send personalized message, and track and measure the response.

But… one word of caution: Don’t ask your secretary to write your sales letter. Don’t ask your sister to design your order form. Don’t ask your HR manager to rent a Direct Mail list. (Yes, I have seen all of these done by clients in the past!)

Would not ask any of these people to work on your broken arm, defend you in court, or do your tax audit appeal (unless they are a doctor, lawyer, or CPA.)

There are experienced professionals you can turn to for help.

And do not look for the lowest bidder. In Direct Mail, you get what you pay for: The copywriter who charges $5 for your sales letter will deliver copy that gets about $5 in sales.

Direct Mail is not dead. It is a useful element in the very best – and smartest – marketing campaigns.

Peter T. Britton

Resultant

PTB@novuscom.net

(1) https://www.ana.net/