There’s something about Royal Mail that is a little romantic. There’s still a little anticipation in your heart as you head when the post arrives. You still wonder, "Did I get anything cool in the mail today?".Even special offers from companies get people excited.
Direct mail is still a powerful tool and here is why:
Reach your target market. Direct mail gets its name because of the likelihood of your message reaching the intended audience. It has far greater odds than the shot gun approach of mass media (also aptly named). Even Millennials (consumers aged 18-24) are into receiving direct mail. BIGresearch reported in 2007 that 26% appreciated and responded to direct mail.
Get one-on-one attention.
Mail is personal. People open the mail on their time, when they’re ready to engage. Pitney Bowes reported in a 2008 Direct Mail Survey that 85% of people will open, sort and read mail; and 75% of those consumers look more closely for special sales.
Spend less.
With a more selective target, your cost per client acquisition is relatively low compared to other marketing channels. For a postcard and a stamp, oftentimes you can reach a prospect for under a dollar each.
Get action.
After your direct mail piece is sent out you will know whether the campaign was successful in a short amount of time. According to the DMA, 33% of consumers will respond to direct mail by going to your website. If your target is going to make a purchase, they will do so shortly after receiving the mailing piece. This is important for tracking your ROI. When cash is tight, it is nice to know how effective your message was so you can adjust.
Make it personal.
OK so you can send out a standard mailer, may be with their name on the envelope and then leave your prospective client disappointed when they see it's a random mailshot. At Minuteman Press our digital press and variable data software can bring your mailings to life through customising them. Why not give one of our team a call on 01225 442000 or email Dave on info@minutemanbath.co.uk tell us what message you want to send and who you want to send it to, and we will help you get a better return on your investment.
These are some good strategic direct mail ideas. To be successful in direct mail, like any business skill, you need to know what tools are available and how to use the tool in your personal situation.
ReplyDeleteOne common mistake for many direct marketers new to direct mail is not knowing what the Long Term Value of a new customer is, and what is an acceptable cost to acquire these new customers.
Some people new to direct marketing use direct mail one time and say it didn't work for them because the amount of initial sales from new customers didn't pay for the mailing.
Yet if they figured in how much a new customer would spend over the next year or years, they may find out that the effort was hugely successful.
If you're fairly new to using direct mail, the National Mail Order Association http://www.nmoa.org offers many free tips on this and some good books on the subject. Including: "Direct Marketing Toolkit for Small and Home Business" http://www.nmoa.org/DirectMarketingToolkit/
If you are a more advanced marketer looking for direct mail marketing statistics to plan a successful marketing campaign, two studies are also available from the NMOA. They are, the DMA Statistical Fact Book, http://www.nmoa.org/catalog/dma/dma_stats.htm and the Response Rate Trends Report, http://www.nmoa.org/catalog/dma/dma_response.htm