As society in general, and therefore your customers, become more and more high tech, marketing tactics like the direct mailer have fallen to the wayside. Seriously, who opens (or, heaven forbid, sends) letters in the mail when you can get it through email? It’s old-fashioned and bad for the environment.
That’s the general impression, anyway, but you could not be more wrong. Rest assured that this marketing tool has stood the test of time and is as relevant as ever.
Here are a few reasons why you should consider direct mailers to promote your business.
It stands out. Remember when we said that everyone is on email now? Well, consider that as all the more reason that you should use direct mail (or, as we used to call it, mail).
But what about standing out from other mail? Easy. You can mail something bulky, so that not only do the receiver’s eyes go straight to your package, it also stands out even when they’re not looking at it.
Besides the gimmicky touches, however, do make sure that you take care of the basics first. Good copywriting is a must – be clear, concise, and grammatically perfect.
It lends a personal touch. For most people these days, and especially the younger ones, the first and last thing they hold in their hands is an electronic device. It’s also an electronic device that most people face all day. Messages appear as light on a screen, and you can easily discard them with a single click.
Bonus: for the younger audience, getting something in the mail is kind of a novelty and something to be excited about. For the older audience, it’s something that evokes nostalgia.
It’s highly targeted. Knowing where each person lives will tell you a lot about who they are, like what their income is, their spending habits, possible interests, and more. Every batch of direct mail that you send to a certain neighborhood can contain a different message than the ones you send to a different neighborhood.
Why is this important?
The more closely aligned your message is to your customers’ way of thinking, the more they’ll trust you, because they’ll get the impression that you understand them. The benefit: the more that they trust you, the higher the likelihood that they’ll buy from you.
Reach more potential customers who aren’t online. Sadly, a lot of customers are no longer in tune with the times, and are way behind with technology. Happily for you, this will definitely play to your advantage. These customers are more likely to be much more loyal to your brand than the ever-fickle electronic generation. It makes them feel as if you went out of your way to reach them. Another reason to be happy about this is that because they’re older, they’re more likely to be appreciative of such gestures.
Measuring success is simple. No overly complicated analytics here. No trying to figure out who and how many people opened your mail. Did people call you back? Did they use your coupons? That’s all you need to know if your campaign worked or not.
It’s more trusted. We all love technology for the enormous convenience it provides. Just a few clicks and your message is delivered – no need to stand up, stuff something in a mailbox, and wait hours (or, gasp, even days) before you get a result, if any.
On the other side of the coin, however, is the fact that it’s also become easier for other people to steal from us, whether it’s our identity, money, or information. This is the very reason that a lot of us are suspicious when we receive emails from unexpected people. Phishing scams, sadly, are all too common. Attachments are scary, because you might open them and they might dump some virus on your computer.
Not so with physical mail. The more “attachments” you send, the more exciting it becomes for the recipient.
It will be opened. Email is so easy to ignore. One boring or vague headline and you’re doomed to the bowels of the trash bin. Clicking “delete” before they even open your message is just the worst thing that could befall your efforts.
A piece of mail with a physical presence, on the other hand, is not so easy to ignore – it’s as if you walked straight into someone’s living room, plopped down on their couch, and delivered a sales pitch. With good copywriting to deliver your message, you might as well consider the sale closed.
Direct mail is cost effective. Designing your mail is inexpensive if you have some knowledge of graphics – there are tons of free software online that you can use. Delivering them? That’s also cheap as there are always mass delivery methods that you can employ.
Looking to design mailer for your next marketing campaign. Be sure to seek the experts at Wordplay Copywriter Singapore for direct response copywriting services.