Within the marketing world, there’s a clear debate between direct mail campaigns and digital channels, such as email marketing. It’s understandable why, as digital marketing strategies have adapted the industry for good.
Yet, within that debate, many fail to understand the true value behind direct mail marketing. Although following traditional marketing formats, print media and tangible assets still offer high return on investments; they continue to increase engagement; they still act as a vital cog in the entire marketing strategy.
Email marketing campaigns again are very important. Without a regular email campaign, brands can miss the opportunity to reach digitally driven audiences. However, there are some downfalls to email marketing, commonly replaced by direct mail marketing.
See exactly why direct mail marketing has more effect than email marketing, even in today’s digital era.
What is direct mail marketing?
Direct mail marketing is a tangible form of marketing. Here is where a brand will design a direct mailer, with the aim to communicate key or unique content. They will aspire to promote products and services through informative content, commonly including calls to action or offers. This mailer will then be circulated to the masses, entering the home of many key decision makers and target audiences.
This may sound very similar to email marketing. In fact, they do carry similar formats. Yet, it is their delivery which differentiates them significantly. Successful direct mail marketing campaigns enter the homes of ideal consumers. They act as one of the key touching points, helping to motivate a purchasing decision. They additionally offer high response rates, acting as a vital cog in the entire marketing strategy, especially for small businesses.
Direct mail marketing unites the traditional world with online marketing. It targets the masses, while also offering the ability to personalise messages. If done well, direct mail marketing campaigns can convert audiences into consumers with ease.
5 reasons why direct mail marketing is more effective than email marketing
If you’re considering investing into direct mail marketing campaigns, here’s exactly why you should. Email marketing is also a valuable marketing technique to include. However, here’s why direct mailers can have greater effect, if done correctly, especially for small businesses.
There’s less competition in direct mail marketing
As digital marketing has transformed the industry, many brands have forgotten about traditional techniques and their importance. Attempting to gain attention online can now be difficult. Social media platforms are full of ads, emails commonly enter the junk mailbox, and attempting to reach the first page of search engines can be costly, especially for start-ups.
With this in mind, there’s great capabilities for companies to stand out and compete through direct mail marketing. There’s greater opportunity to gain traction, engagement and convert consumers. Online marketing is invaluable for companies. Yet, direct mail marketing is a commonly under-utilised and valued tool. By implementing this into your marketing strategy, you’ll be ahead of the curve, making use of a cost-effective communication tool.
It offers a tangible message
Did you know that many consumers still prefer tangible messages? Tangible messages are in fact more memorable, relatable and actionable. Audiences are now bombarded with online marketing. Think of how many sales emails you receive each day. Many will offer similar messages and special offers. How many of those emails do you read and act from?
Your tangible marketing message will have the ability to act as a significant touching point. You’ll be placed in your ideal consumer’s home. If completely cleverly, your tangible message through direct mail marketing will fit into your entire marketing strategy, kickstarting an effective pipeline.
Direct mail marketing can have a long-term effect
As touched on above, direct mail marketing can become a vital part of a marketing campaign. Through their effectiveness, they offer longevity. Many email marketing campaigns will be overlooked. However, direct mail marketing messages are memorable.
This response will then continue to subconsciously engage audiences through their decision-making process. By combining your direct mail message with online counterparts, you’ll be able to move audiences through the consumer funnel, providing longevity.
It organically engages audiences
Did you know that you can personalise your direct mail messages? This is a great way to organically engage with audiences. When reading email marketing messages, there’s a thought in the back of our mind, knowing full well that this message has been sent to the masses. The only personalised part of an email is the introduction.
However, you can create multiple direct mailers to target individual consumer groups, depending on where they are in the decision-making process. For example, you may have a group of new website visitors. They sign up to your mailing list however do not act on your products and services. By understanding their buying behaviours and utilising web data, you’ll have the ability to send a direct mailer to remind them of their visit, along with promoting a unique, one-off discount code. This will then have the ability to drive web traffic while boosting conversions; from offline to online.
It can reach the masses
Have you ever sent an email campaign that’s bounced back? Or maybe you end up in the junk mail category? By making use of direct mail marketing, you can reach the masses. Through opting in through your mailing list, you can engage with a large bulk of consumers at once.
Known for positive response rates, you’ll have the chance to increase your reach, visibility and customer base. This is the biggest factor differentiating direct mail and email marketing strategies. Email may only target a niche customer profile. Direct mailers can offer great returns of investment, through cost-effective yet highly robust communications.
If you’re hoping to incorporate direct mail marketing campaigns into your overarching digital communications, contact our team here at PSC Systems. We are leading designers and manufacturers, offering a direct mail fulfilment service. Get in touch today and reap the benefits of direct mail marketing techniques, complimenting online marketing significantly.
Posted on Thursday, March 26th, 2020 at 1:55 pm in Latest News.