When that’s the case, you may find the way to your audience’s heart is through their mailbox. But there are times when the message lends itself to print. Of course, we always recommend a balanced, integrated marketing campaign to ensure your message connects across multiple channels. But your best bet is to consult the post office or a direct marketing specialist sooner, rather than later. Yes, there are some helpful online resources. There’s an overwhelming amount of regulation about what will go through the mail and what won’t. Measure, then manageĬonsider a unique phone number or URL to help you monitor performance and track results. Make your point, ask for a specific action, and save the sales pitch for another touch point. Learn about your audience, and then speak to them clearly about their interests. No amount of gimmicks or glitter will make up for a lack of content. Stop your customer in their tracks with a uniquely-sized mailer, or with uncommon papers and printing techniques. Here are a few tips to help you get the most out of your next direct mail effort: Break the routine To really stand out, you need to step up.
Simple is memorable - and that means direct mail often makes a stronger, more effective connection. That’s because direct mail requires 21% less cognitive effort to process than a digital ad. Still not convinced? Consider that consumers who receive direct mail can recall the brand 75% of the time - compared to only 44% recall among those viewing digital versions of the same content. But there’s also something to be said for a tangible offer delivered straight to your customer’s mailbox.Ĭase in point: Did you know that 73% of American consumers say they actually prefer direct mail to other media because they can control how they interact with the message? Or that for every 36 marketing emails you receive, you get just one piece of mail? If nothing else, print stands out today because it’s often the exception. Sure, email and social have their advantages. In the digital age, it can be easy to forget about good old-fashioned direct mail. The Route Less Traveled: Don’t Overlook Direct Mail
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