Direct mail as a marketing channel has truly stood the test of time. In 1892 when Sears, Roebuck, & Co. began the first direct mail campaign they were a small watch company in Minnesota, USA, but they are now one of the largest players in consumer culture!
The largest growth sector for direct mail is now coming from brands that began life online, seeking to diversify to offline targeted marketing to cut through the online ‘noise’.
Over the past twenty-five years, Romax has successfully devised, created, and executed direct mail campaigns for a wide variety of clients. Increased sales growth, retention and customer loyalty is being driven by the physical mail piece targeted to a less cluttered letter box rather than the inundated email inbox.
Incorporating direct mail as a measured and well managed marketing and communication strategy allows businesses to outperform their competitors that adhere to single channel marketing.
Let’s take a closer look at why:-
Unlike digital marketing channels, direct mail provides a physical and tangible experience. People can hold and interact with the mail piece, which can leave a lasting impression. This tangible aspect can enhance the overall impact and memorability of the message.
With the increasing focus on digital marketing, the mailbox has become less cluttered. Compared to overflowing email inboxes or crowded social media feeds, direct mail stands out and has a higher chance of capturing the recipient’s attention. This reduced competition can lead to higher response rates and engagement.
Targeted and Personalised
Direct mail allows for highly targeted and personalised communication. Companies can segment their mailing lists based on various factors such as demographics, purchase history, or geographic location. By tailoring the message to specific audiences, businesses can increase the relevance and effectiveness of their direct mail marketing campaigns.
Higher Response Rates
Direct mail often yields higher response rates compared to digital channels. According to research, direct mail response rates can be several times higher than email response rates. This increased response rate can be attributed to the tangible nature of direct mail and the fact that it requires a physical action (opening the mail)
which can create a sense of obligation to respond. Combining physical with digital in an integrated campaign increases responses significantly.
Trust and Credibility
Direct mail has a perceived sense of trust and credibility. Consumers are often more receptive to physical mail from established companies, viewing it as more legitimate and trustworthy compared to unsolicited emails or online advertisements. This trust can contribute to building and strengthening customer relationships.
Direct mail can be effectively integrated into a multi-channel marketing strategy. By combining direct mail with digital channels such as personalised URLs (PURLs), QR codes, or social media campaigns, businesses can create a seamless and cohesive customer experience. Direct mail can serve as a catalyst for driving online engagement and conversions.
Brand Awareness and Recall
Direct mail can be an effective tool for building brand awareness and recall. Eye-catching designs, high-quality printing, and creative messaging can leave a lasting impression on recipients. Even if they don’t immediately convert, they may remember the brand when they need the product or service in the future.
Whilst digital marketing channels have gained prominence, direct mail continues to be a valuable and effective marketing tool. By leveraging its unique attributes, businesses can enhance their overall marketing strategy and reach their target audience in a meaningful way.
To reach clients’ intended target markets, Romax’s aim and guiding principle is to fully understand their unique challenges. To accomplish this, we use a variety of methods and processes, including the use of specialist databases which give us access to potential targets based on demographics, locations, interest groups, and other cohorts.
You may be pleasantly surprised at the results of a direct mail campaign compared to advertising on search engines with pay per click.
Romax can organise everything for you if you don’t know where to start. Our in-house team have vast amounts of experience with the planning, set up and execution of direct mail campaigns and can guide you in the process.
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