As we continue to move deeper into the digital age, many businesses are asking if direct mail marketing is still a viable method of reaching the consumer. After all, hasn’t the modern age of technology made it much easier and affordable to reach potentially millions of buyers with just the push of a button? The truth is, direct mail still plays an important part in helping businesses in reaching the consumer masses. It’s important, however, to use some careful planning before you decide to add direct mail to your marketing strategy.
Consider the Cost of Printing
One of the first things you’ll need to look at is the cost of printing. This will usually consume the largest chunk of your direct mail budget. Printing cost can vary greatly and will usually be cheaper for longer runs, so the bigger your order, the more you’ll save. Of course, this means that you’ll need to work hard on your marketing strategy to make sure you get a good ROI to help make up for the cost of printing.
Choosing the Right Demographics
You’ll also need to consider your target market when deciding if direct mail marketing is right for you.
There are still specific audiences that are receptive to direct mail promotions. For example, consumers aged 65 and older respond well to direct mail advertising. What is surprising, however, is according to a 2011 study by Epsilon, a multi-channel marketing service, young professionals 18 to 34 also respond well to direct mail marketing. The reason stated was that this specific age group, while very technology focused, is also overwhelmed with spam, making them much more cautious of online marketing.
Your Mailing List is Gold
Your direct mailing list can either make or break your direct mail campaign. The correct mailing list should consist of carefully curated consumers, specifically targeted to give you the best chance of return on your investment.
Traditional methods that consist of age or income may no longer be enough to create a successful campaign. It’s also important to consider past purchase behaviour, as well as social media activity.
Remember that the more you put into focusing on the ideal mailing list, the more you improve your chances of a successful promotion.
Integrating Direct Mail with Your Digital Marketing Efforts
Direct mail marketing has seen a revival in recent years, partly because new technology now makes it easy for businesses to integrate direct mail strategies with their digital marketing programs. Of course, digital marketing is usually much cheaper. There are no printing or postage costs, but it’s possible to combine direct mail ads with your social media strategies. You can also use QR codes that provide consumers with a personalized URL.
Be Sure to Target Your Goals Early On
The success of any direct mail campaign will also depend on what you intend to use it for. It’s important to remember that this specific form of marketing isn’t intended to create long-term relationships, but should be used with a focus on creating a temporary increase in sales and potentially converting a portion of these consumers to regular customers.
Is Direct Mail Marketing Right for You?
So is direct mail marketing still a good option? Obviously, there are other more cost-effective alternatives that will provide a higher ROI, but there are still many industry niches where direct mail marketing is a lucrative method of attracting potential customers.
It’s important to remember that when considering a direct mail marketing campaign, that it will require some careful research and planning. Make sure you have the budget for printing and that you target the appropriate demographic for your product or service. Decide at the start what you want to achieve and determine how you can tie it in with your digital marketing campaign. With careful planning, direct mail can be a successful part of your overall marketing strategy.