Now we’re living in a largely digital age, many people question whether direct mail still has a place in modern businesses’ marketing strategies. The truth is that, while most of the marketing communications we receive will land in our phone inboxes or social media pages, direct marketing still forms a crucial part of any digital marketing strategy.
Making an impact
How many emails designed to encourage you to buy something do you receive in a day? Of those, how many do you read or indeed even see in your overflowing inbox? While email marketing is cheap and easy, the sheer number of communications being sent out and the transitory nature of email means that even meaningful messages that a potential customer would wish to engage with can easily be missed. On the other hand, a well-designed, target and timed communication received through the post stands a far higher chance of being read and acted on. After all, even in the digital age, people still enjoy receiving interesting items through their letterbox.
The Direct Marketing Association’s (DMA) research results from 2017 speak for themselves. Their 2017 Statistical Fact Book reports the following:
- Direct mail customer response rates more than doubled by 43% year-on-year
- 92% of recipients are driven to online or digital activity
- 87% are influenced to buy something online
- 86% connected with the relevant business
- 54% engaged with a social media post
- 43% downloaded something
With success rates like this, it’s clear that you can’t afford not to invest in direct marketing.
The benefits of GDPR
Before it became law in May 2018, many marketing professionals bemoaned the strict new EU-wide data protection laws. Undoubtedly, GDPR generated a lot of work for businesses as they carried out the necessary checks to ensure their databases were GDPR compliant, however, the end result of having updated, targeted lists of people who are genuinely interested in the product or service on offer means that direct marketing campaigns are now more likely to be successful.
Even if your list of names and addresses is shorter than it was this time last year, it is now a far more precious commodity than a long, unwieldy and largely irrelevant database. If your database needs updating before you invest in a direct marketing campaign, we can help with our data-cleansing service that will ensure your list is as up-to-date and relevant as it possibly can be.
What kind of direct marketing campaign works best?
That will depend on your product or service and what you are trying to achieve. At Mailbox, we can advise on letters, catalogues, brochures, inserts, samples and gifts. Whatever medium you choose, quality is key, both in terms in the unbeatable standard of print you will receive from Mailbox and the content of your message itself.
Getting direct mail right
Direct mail may have many advantages but it is always more expensive than digital marketing so it’s crucial to get it right. Think about an attention-grabbing headline, the tone of voice your customer will respond to best and how you can effectively communicate your message in an easily readable way. Timing is key too – letters that arrive on Tuesdays, Wednesdays and Thursdays are more likely to be opened than those that arrive on other days.
Direct mail experts
For specialist advice on high quality yet cost-effective targeted, data-driven printed communications contact Mailbox today on 0116 234 2600. Our comprehensive service also includes in-house data cleansing and postage solutions.