With email inboxes and social media feeds becoming ever more crowded, maybe it’s time to rethink the classics like direct mail.
In the olden days, before we were all online, one of the ways companies got in touch with potential customers was on their doorsteps. Or, more precisely, through their letterboxes.
Direct mail refers to promotional materials that are mailed directly to recipients and delivered either alongside their other post or through leaflet delivery. It can provide cut-through in a way that social media or email can’t, largely as it has to be handled and looked at before it can be disposed of – and that’s not as straightforward as swiping to delete.
With 84% of people reading their advertising mail, and 75% of people recalling the brand after reading it, the figures speak for themselves.
The benefits of direct mail
Aside from standing out in a crowded field, direct mail has a number of other benefits.
Firstly, it is trusted. Many people, young and old, are still naturally cynical about email or social ads. Direct mail, especially when delivery alongside regular post by a regular postie, seems dependable and trustworthy – attributes that can often be missing in our hectic lives.
It is also easy to personalise in terms of both the addressee and the content, and we already know that recipients are more likely to respond to content tailored to them.
Above all, it is tangible. Say, for example, you’re sending out a special offer. Send an email and, with the best will in the world, it will be deleted or lost in the sheer volume of an inbox. A piece of direct mail, in contrast, can be pinned on a noticeboard or popped on a fridge, acting as a constant reminder of your firm.
And when it comes to design, the possibilities are endless. Coloured envelopes, glossy brochures shaped windows – it’s much easier to stand out on a doormat than with a wall of text.
How to integrate it into your marketing campaign
Of course, relying on one form of marketing is rarely a good idea, and so direct mail should form just one part of any multi-channel marketing campaign.
Combine the old-school charm of direct mail with the height of modern marketing and consider adding links and QR codes – although don’t make it the only way of contacting you. Similarly, add your social media profile handles, but also an address where people can contact you directly.
We recently combined direct mail with other marketing channels to great effect in a campaign for Park’s Motor Group.
We created a high-quality direct mail piece that used personalised imagery and content to engage customers, encouraging recipients to sign up for a forthcoming sale event.
We used a direct call to action in the direct mail – in this case, either a QR code or a link taking the reader to a personalised URL, which was then able to collate personalised data.
Working in this way, across multiple channels, allowed us to attract a range of customers with a range of needs, in a way that a purely social campaign would have failed to do.
At AlphaGraphics, we can do it all. From personalised e-marketing campaigns to bespoke direct mail, we have all the skills and technology in-house to create a full, end-to-end marketing campaign for all sorts of businesses.
Get in touch with the team to find out more.
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