Even in a Digital World, Direct Mail Marketing Has Benefits!

From time to time, all of the direct mail advertising in the mailbox can get a little overwhelming. But the truth is, everyone likes to sift through it, looking for something of interest. The fact that we get so much, and so often, means that it works. Direct mail marketing remains one of the best avenues for informing potential customers about products, services, events, and news. Even in a modern day digital world, it’s a form of advertising and marketing with great benefits.

For those who aren’t sure, direct mail marketing is one of the several approaches that businesses employ when putting together an advertising plan. A direct mail piece, whether it arrives as a postcard or a catalogue, is delivered to the customer through the post office service or as private delivery. Ideally, each marketing piece is designed to catch customer attention, and stimulate action. The main feature, of course, is to target specific demographics and customer groups.

Today, with computer technology, and sophisticated database software, marketers can pinpoint their target group very precisely. It allows for a very targeted audience, as well as a very targeted message. Sending direct mail is also proactive – it puts a product or service “out there” and right in front of a prospective customer, without any competitors getting in the way. Even customers who decide to fasten a promotional piece to the bulletin are potential future customers.

Advertising, marketing and promotion has always been a crowded landscape, regardless of the medium. And while the digital world seems to dominate these days, there’s much to be said for a traditional marketing approach like direct mail. Done right, designed effectively, and distributed properly, a direct mail campaign can be one of the most cost-effective approaches for businesses both large and small. Indeed, good results are being delivered to businesses every mail day.

Direct mail is very specifically targeted. A campaign can be customized for an exclusive audience, based on the business objectives at the time. Customers therefore receive custom targeted offers.

Direct mail can often be personally addressed. This type of personalization means that a prospect is more likely to pay attention to the message, and then follow up with a purchasing decision.

Because a direct mail piece is delivered directly into customer hands, it is touched, opened, seen, and read. There is actually something different in the experience of handling something physical.

One of the real benefits of doing direct mail is the versatility of formats. Business can choose from a wide array of options - from leaflets, to postcards, to pamphlets, to brochures, to catalogues.

Checking the results of a direct mail campaign is easy. Campaign success can be measured simply: counting customer inquiries; tabulating redeemed coupons; or simply asking the customer.

For direct mail, design and production is both easy and straightforward. And while a homemade approach might be tempting, it’s always better to have a professional providing expert services.

Direct mail marketing is ideal in supporting other business marketing efforts. It’s a component that builds customer awareness, while reaching a targeted customer base, all executed in a cost effective manner. Bottom line, it makes good business sense for most every business.