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What is Direct Mail?

Direct mail marketing

Direct mail marketing

Direct mail marketing is a promotional strategy that sends physical promotional materials to specific target areas. These materials are typically delivered through courier services or postal services to businesses or homes.

Despite the rise of digital marketing channels like paid search and display ads, direct mail marketing remains effective and offers a higher return on investment (ROI) than many other marketing methods. In fact, it ranks second only to social media channels in terms of ROI.

Direct mail response rate

Direct mail response rate

According to recent ad revenue results, direct mail generates over 5.3% higher response rates. Compared to email marketing, which yields just a 0.6% response rate for advertisers. This confirms that direct mail continues to be a highly effective marketing medium for businesses, including large-scale marketing through blanket leaflet distribution services.

Direct mail items, stay in the home and build up a relationship between the customer and the brand. Most mail is interacted with between 3 and 5 times and it’s not uncommon for consumers to retain mail for over a month.

Before launching a direct mail campaign, the first step is to create a targeted mailing list. The success of direct mail hinges on delivering the right message to the right people. Parameters like age, gender, income, homeownership, education level, family status, and employment status should be considered when defining your target market. The more information you gather about your customers, the better your response rate will be.

Trust in direct mail

Trust in direct mail

A massive 87% of consumers across all age groups view mail as a trustworthy source, with trust recently growing by 12%. While fake news and misinformation may thrive online, consumers continue to have confidence in mail.

Direct Mail Marketing: the benefits

  • Higher chances of a positive customer response.
  • Trackable and analysable results.
  • Can be cost-effective compared to regular mail when high volumes are sent out
  • Flexibility in reaching a targeted audience.
  • Personalised marketing approach.
Direct mail - two categories

Direct mail - two categories

Advertising Mail: Used for promoting sales, charities seeking donations, contributions, or causes.

Business Mail: Includes communications like change of address notifications, billings, invoices, and customer service updates.

Seven Ways to Use Direct Mail:

Promote Products and Services: Showcase your product catalogue and services, including coupon codes or discounts.

Offer Special Discounts: Provide exclusive discounts to entice recipients.

Send Reminders: Keep customers informed of important dates or deadlines.

Include Valuable Tips or Items: Offer useful items like calendars or recipes.

Distribute Samples: Provide free product samples to engage potential customers.

Create Newsletters: Share valuable information, discounts, and updates.

Make Announcements: Inform recipients about new products or services.

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