What is Direct Mail Marketing?

What is Direct Mail Marketing?
Photo by Mikhail Nilov from Pexels

Direct Mail Marketing:

Marketers use direct mail marketing to engage prospects and consumers offline by delivering written mailers, dimensional packages, perishable goods, corporate swag, or other tangible items.

Marketers of all sorts, including inbound and outbound sales teams, marketing departments, demand development teams, growth teams, recruiters, and others, use it in several ways. Direct mail marketing is an effective way to make meaningful connections with customers, leads, and clients.

Marketers have gradually turned to the power of digital communication to target broader audiences as digital media has grown in popularity over the last two decades. It makes sense: according to Hubspot analysis, consumers are more connected than ever before, spending more than five hours a day on their smartphones.

With a growing resistance to digital ads, advertisers are in a battle for attention, seeking to reach an increasingly jaded (and wary) audience. It's getting more challenging to rise above the din. As a result, a great number of advertisers are sending off Direct Mail Postcards to potential customers mailboxes, where it is nowadays more likely to be read.

Why Direct Mail Marketing Is Successful

Direct mail marketing works because, unlike the digital clutter we've grown to despise, it taps into the optimistic psychology of getting a tangible gift. Direct mail marketing is an effective part of a larger marketing strategy because:

Direct Mail Leaves an Impression

A handwritten note or an individually selected item will build positive emotional bonds more so than a standardized corporate gift, which is why direct mail is so unforgettable.

Direct mail has a higher response rate than email.

Direct mail marketing has a response rate 30 times higher than the most effective digital medium, email, due to this tactile interaction. As part of an integrated strategy, it has the potential to increase ROI by 20%.

With direct mail, there is less competition.

Direct mail is also noteworthy for its scarcity, with few businesses investing in tactile marketing. As a result, a direct mail marketing item stands out from the competition.

Direct mail allows you to be creative in a variety of ways.

Direct mail offers a plethora of ways to please and entertain recipients. Marketers may send a range of creatively presented products using a Sending Platform, including handwritten cards, imaginative swag, customized gifts, candy & treats, eGift cards, experience tickets, and more.

Direct Mail Marketing for B2B

Nearly four decades after David Ogilvy lauded direct mail as a "hidden weapon," marketers are still using this effective tool to increase their return on investment and target new clients and markets. Throughout the B2B marketing funnel, this flexible touchpoint can be used to forge meaningful relations.

Costs of Direct Mail Marketing

Individual costs of a direct mail marketing campaign can vary significantly, and without a solid plan and budget, they can quickly balloon. When locating an item is an important expenditure, the total cost includes much more than simply selecting a gift to submit.

What You'll Need to Send a Successful Direct Mail Marketing Campaign

Although there are numerous ways to produce an impressive and profitable mail piece, the most successful direct mail marketing campaigns share a few main characteristics:

  •         The Audience that has been defined.
  •         A call to action is given.
  •         An Approach that has been tried and true.
  •         A Platform for sending as mails.

Direct Mail Mistakes to Avoid

The following are examples of common sending errors that can negatively affect your campaign and marketing budget.

  •         Running a Campaign with No Objective.
  •         Having a habit of forgetting to follow up.
  •         Failing to Keep Track of Packages and Make a Campaign Link (s).
  •         Packing Boxes by Hand

Use Direct Mail Marketing to your advantage.

Using the details and processes outlined in this summary, you'll be able to develop, monitor, and submit genuinely engaging strategies, rise above the digital marketplace's clutter and noise, and significantly increase the return on your marketing investment.