Though personal letters have largely been replaced with emails and social media, the direct mailer has managed to survive in the digital age. In fact, the Data & Marketing Association reveals that even though the volume of direct mail has declined in the past decade, there’s no better time to reignite your direct marketing efforts than right now.
Here are two reasons why:
#1 – Digital Media Means Less Mailbox Clutter
Think back 20 years ago when personal computers and the internet started becoming household mainstays. In this new era, flashing banner ads were all the rage because of their unfamiliarity. Today, the novelty has long worn off and has become so commonplace that many people have tuned out online advertisements.
Since many companies have nixed the direct mailer from their marketing strategies, there’s never been a better time to add it to yours. As a result, you have less competition for visibility in your prospects’ mailboxes. Engagement still tends to be high when compared to other forms of marketing, especially when combined with personalization.
#2 – Personalization Has Never Been Easier with a Direct Mailer
Personalization has become a dominant marketing focus in recent years. A report from Accenture indicated that 75% of consumers like to buy from a company that knows their name, preferences, buying history, and other factors that can customize their experience.
Digital marketing has paved a sturdy path for personalized marketing. You see it all the time in the form of emails that address you by name and make product recommendations based on your purchase history. The data you collect about your customers online can (and should) be put to good use through direct mail marketing.
As we continue to progress to an omnichannel experience, direct mail will play an increasingly important role in your marketing strategy. When direct mail and digital combine, you can boost retention and top-of-mind awareness while connecting with customers the way they prefer to connect.
How to Get Started with Direct Mail Marketing
No marketing strategy, direct mail or otherwise, is ever successful without a purpose and a plan. If you want to incorporate direct mailers into your mix, you’ll need to determine who you want to target and what you hope to accomplish from your mailings.
Even though you’re not fighting for as much visibility in the mailbox as you likely were 20 years ago, you still need a way to stand out. Bright colors, a glossy finish, fun embellishments, clever copy, textured paper, heavy cardstock, or a signature scent can each help give your mailer a unique edge that makes it hard to resist opening.
For more information on how you can make your next direct mailer campaign a profitable one, contact our team today or visit our blog for more resources.