The Essential Guide to Direct Mail

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Direct Mail Marketing

 

In the world of digital marketing, direct mail has become the landline telephone. You don’t use it often, but when it rings you answer it.

 

Look at direct mail from a different angle and consider the lifetime value. We receive on average 50 emails a day. So your time commitment for considering if you want those shoes on sale is pretty limited. For example, a MyerOne shopping direct mail invite has the potential to sit on a kitchen counter or the fridge for 3 weeks. This gives a lot more brand exposure and allows your customer to think over your offer.

 

This leads to the second misconception – effectiveness. Some businesses have the notion that mailing is ineffective and inflexible. In a recent study consumers ranked personalise direct mail and unaddressed mail above email marketing, social media and display advertising when considering which channel is more effective. This could be because of mail’s tangibility. Physical mail is more trust worthy, can be referred back to easily and has a higher relevance to consumers. And being more relevant means more engagement, which equals more sales.

 

With the power of variable data printing (or VDP), literally anything can be personalised. A study by Pitney Bowes shows that a consumer who received a personalised letter is 40% more likely to engage with the marketing message. This could be something as simple as the customer’s name on a letter, or as complex as using data to variable print the consumer’s preferred colours, products and promotions.

 

But what about the envelope? Are envelopes a barrier between the marketing message and the consumer, or are they another opportunity? Do you ever remember receiving an envelope informing you that your $20 million dollar cheque is enclosed inside? The fact that you do shows how effective marketing messages on envelopes can be. Now pair this with a trust worthy personalised message in full colour, and you’ve just significantly boosted your open rate.

 

By now you should be thinking about turning that next sales drive into a creative double parallel folded personalised self mailing masterpiece. But how do you measure the results?

 

Another simple but effective way of mail campaigns is by using an offer or discount. Create a unique code for the mailer and then any sales with that code be allocated to the mail campaign. So when you go home tonight and unwillingly check the mail box for your next Telstra bill, have a think about what other exciting thing could fit in there.

 

If you have any questions at all, feel free to contact us. 

 

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DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

Think of ways to make your package the most intriguing, the most provocative, the most unusual one that your prospect will receive that week!
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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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