To some business owners, direct mail marketing may carry little value especially in the current digital age. Mailing strategies are still working, bringing in a great return on investment.
One of direct mails strengths is to help build up a localised brand while contributing to a larger scale marketing strategy. Successful direct mail campaigns can still attract and engage with audiences, influencing an emotional response.
You should consider using direct mail in an upcoming marketing strategy. Below we discuss why direct mail isn’t dead and how it can still benefit your business.
All statistics and their references are highlighted in our “Why Direct Mail Isn’t Dead” infographic at the bottom of this article.
Why Do Direct Mail Strategies Still Work?
If we told you that in 2016 there was an investment of £1.5 billion into direct mail marketing from businesses, would you believe it? If we told you that the likes of Google utilise their mailing lists by sending out direct mail messages to their target audience, would you think it’s a dead strategy?
From the above statistics alone, it is clear to see that direct mailing carries great weight in today’s marketing world. Personalisation is key when considering direct mail, helping break through digital and online distractions – 84% of research participants were more likely to open a letter due to the personalised approach.
It Attracts And Engages People
Have you ever posted/advertised on social media and wondered whether your audience will remember your name? Research suggests that audiences have recalled brands 75% of the time when viewing direct mail material, in comparison to digital content at 44%. This proves that mailers can influence a psychological connection greater of that than digital content. This can be down to the fact that direct mail marketing requires 21% less cognitive effort when comparing to digital.
Direct mail content is easy to communicate, without any distraction, comparisons or notifications. It shares the here and now, providing informative content, helping audiences make a decision on a service/product/experience. This is the exact type of communication audiences crave, while ensuring personalisation is a driving force. If you’re following a personalised direct mailing structure, engagement will continue.
Did you also know that 66% of direct mails throughout the UK are opened, also influencing a staggering of 56% of audiences to visit both online and physical stores following the exposure? This suggests a high response rate to direct mail campaigns, helping to influence target markets.
On average, 39% of homes have a dedicated area for direct mail. Audiences are prepared, pre-empting delivery. They are automatically accepting your marketing material, unlike other methods such as junk email and adverts.
Companies Make Significant Profit Off Direct Mailers
Although there are costs linked to postal services, direct mailers play a significant role when considering profit. When comparing a mixture of marketing methods, mailers fall right in the middle, standing as the third highest when considering return of investment. In the lead is email marketing and social media content, followed by direct mailing, paid search and online display. Per mailer, an average of £3.22 of ROI is possible from £1 investment, thats an ROI of 322%.
If you are looking for a steady return with your marketing material, adding direct mail strategies to your list should be a priority.
Our Pointers For Creating Direct Mail Campaigns That Work
In order to ensure a direct mail campaign is successful, there are a few areas to consider. Firstly, your message must be able to emotionally connect with your audience. Pain points must be kept in mind while creating content, along with solutions for these pain points. Like any other marketing content, a transparent message reflecting your offering must be present. Those currently looking for your services will have a greater probability of connecting; influencing long-term action.
The message must be creative enough to grab attention. With today’s technology, direct mailers can be much more than a piece of card through your audience’s letterbox. A direct mailer can achieve many things, including QR codes, VR links, materials, customisable designs and shapes.
Your direct mailer should also be unique. Households receive several letters, flyers, leaflets and adverts every day through their doors; in order to grab the targets attention and stand out amongst others, a unique, visually appealing design is essential.
With the right knowledge, support and eye for detail, a direct mail strategy can be highly successful, even when comparing to alternative marketing channels. From a stand-alone campaign, to a fully integrated message across your marketing channels, direct mailers can play a significant part in your marketing and communication activities.
For more information and statistics around direct mail please see our infographic below.
Our Services Here At PSC Systems
If you’d like to benefit from a high response rate from audiences, influence conversions, make greater returns and be memorable in your industry, PCS Systems can help. We can support you through our specialised direct mailing services.
From creative designs, to emotional connections, we can create personalised mailers for your company, from initial brainstorming to selecting the most appropriate postal solutions. From the above findings, having a unique selling point across your marketing material is a must. This can be achieved through devising a cleverly thought out direct mail campaign to influence and encourage your audience to act.
Alongside the creative side of your direct mail content, we can manage the complete process for you, from labelling and printing to stock management. We can provide as much or as little support as you wish, at a great price. Our team are motivated by finding the most appropriate mailing solution for you, carrying great value for money.
Get in touch today to discuss your business requirements. Together we can devise a memorable and successful direct mailing campaign. Direct mail marketing definitely still works and will continue to produce results in the current digital world. Let our specialities help improve your return on investment, along with positively effecting your overall attraction, engagement and conversion rates.
Check out our infographic showing how direct mailers aren’t dead, playing a vital part in the marketing world…
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Posted on Tuesday, May 21st, 2019 at 4:19 pm in Latest News.
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