Direct mail is a form of marketing that uses a mail service to mail products or materials directly to your target audience. Examples include postcards, brochures, coupons, newsletters, and free samples.
Although there are numerous forms of marketing, direct mailing is one of the tested channels that deliver the best results.
So, what are the benefits of direct mailing?
1. Highly targeted
Direct mailing is highly targeted since you can tailor a campaign for a specific audience, whether it’s for new prospects or long-time consumers. For instance, for a sports company, you can order mailing lists of individuals that buy sports apparel.
Hence, your target audience receives offers or information that matches their needs, interests, hobbies, and buying habits.
2. The format is familiar
Despite advancements in technology, postal service remains a reliable mailing service in many developed countries. And, while some people are skeptical about receiving emails or pop-up ads, they remain more receptive to mailing services.
This familiarity makes direct mailing the perfect way to reach any age group.
3. Mail is tangible
One of the benefits of receiving mail is that it’s a physical item that your consumer must see. This guarantees you they’ll read your message and take action. Furthermore, human beings value objects they can see and hold, making mail more reliable than other intangible forms of marketing.
While there is a lot of ease with using emails, direct mailing is more efficient in the hands of your consumers.
4. Highly measurable
Measuring the metrics of your marketing campaigns is vital in monitoring results and aligning them with your business goals and objectives. Luckily, direct mailing is highly measurable, allowing your business to track the performance of a campaign without using complicated analytics.
For instance, you can track the responses to each mailing letter you send out to calculate profitability. Also, you can key in the coupon used in your mailing campaign to track new customers.
5. It can be personalized
According to research, individualization or personalization can persuade your target consumers to take action, e.g., purchasing your product. With direct mailing, you can personalize a postcard to include names and other personal information, creating a connection between you and your consumers.
A sales letter that reads “Dear Mark” has a better chance at prompting a customer to follow through with a purchase than one that reads “Dear reader.”
Personalization in direct mailing enhances user experience and builds a strong relationship between a business and a client.
Direct mail is the most cost-efficient marketing channel. The creation of mails is easy and affordable, and mailing each product or material is cost-effective. Depending on your direct mail cost, you can find a suitable mass mailing rate, allowing you to reach as many consumers as possible at a low price.
You can also have your mails printed out in bulk by a print vendor at an affordable rate. To calculate your mailing costs with Canada Post, start by mailing out smaller quantities as a test. Once you determine the first mailing is a success, you can increase the number of mailpieces in your next direct mailing campaign.
7. Highly flexible
Direct mailing is highly flexible. Your company can choose to use postcards to save money or include free samples in your mailings to introduce products to new audiences. Additionally, you can add as much information as you want in your mailing, depending on your budget.
8. Simple and easy to create
You don’t need to hire an expert to develop your direct mailing campaign. You can use various desktop publishing tools to design any direct mailing piece, whether it’s a coupon, postcard, or sales letter.
Moreover, you can find many templates on the internet to help you develop a creative and unique design that appeals to your target audience.
Advancements in technology also provide you with user-friendly, web-based direct mailing programs to design mail pieces, import mail lists, print, and send out mails. This makes the entire process simple and straightforward, saving a lot of time.
Although new forms of marketing have gained a lot of attention, direct mailing remains a comprehensive, flexible, and affordable marketing option. It’s an excellent choice for businesses that want to create an effective and cohesive marketing program.