Nobody can underestimate the power of online marketing. Online video has overtaken the traditional TV viewing phenomenon. Today, almost every business has embraced digital marketing, with only a few corporations left to do offline marketing.
The question that now begs is – does direct mail marketing still work in 2019? Does sending postcards, letters, and mail to people’s mailbox still make sense? While online mailboxes are now wildly popular, the postal ones that once stood outside your house are now outdated.
Learn how to send letter online and why direct email marketing should be part of your 2019 marketing strategy. Discover three top brands that are leading the way. The following are objectives that direct marketing can help you achieve that online marketing can’t.
It’s easier for clients
A study once discovered that it needs 21% less cognitive effort to comprehend the meaning of a direct message. Simply put, its ease of understanding makes it more effective. Your audiences do not have the time to waste studying what your online messages are supposed to mean.
If your marketing campaign resonates well with your audience, it will be successful. If you lose prospective customers along the way due to confusion, they will fall away while you fail to meet marketing KPIs.
People can memorize direct mail better
Brands that have a long-term effect on customers end up succeeding. Think of the brands with the most memorable marketing campaigns. It’s easy for you to name more than 10 brands without searching on Google.
Direct personalized mail marketing is proven to have a longer shelf life than a generic online marketing campaign. Studies have shown that millennials who have more touch with physical ads remember them better. Optimize your direct mail for your audiences to remember you.
Direct has a better response rate
Are online mailboxes still popular among your audiences? The answer is no. Interestingly, studies have revealed that direct mail performs better than email marketing, with a 4.4% response rate. This is opposed to a 0.12% response rate for online messages.
What do these numbers mean? If a campaign targets 1,000 people, 43 more clients will respond to your direct mail than marketing emails. Stop spending all your marketing budget on email, as direct mail makes more sense financially.
3 Steps for Creating Successful Direct Mail Campaigns
Do you aspire to beat the competition and drive impressive ROIs from marketing campaigns? Every marketer and business owner want this. Here are 3 very important tips. Follow these keenly and success will be yours for the taking.
1. Discover great creativity
Exercise your creative muscle with direct mail. Avoid firing off a generic letter that your potential customers can easily confuse for spam. Instead, take the time to create copy that your audiences have never read before. It should be like throwing a bash in their mailbox. You can be creative by sending the following.
- A foldable origami
- Personalized designs of postcards.
- Engaging letters that call for your audience to search for a hidden message.
One great example of a direct mail campaign is the creative campaign from World Water Day. Their main objective was to create the event’s awareness. They thought outside the box with direct mail whose message was only visible upon dipping the paper in water.
An interactive copy has been observed to create 2x more conversations and conversions than passive marketing content.
2. Impact your audience with an impact or feeling
Have you ever read or watched anything and get a certain feeling at the end? That is what you want to start doing. Let there be emotion when potential customers receive your mail. For years, marketers have used logical information to influence prospects to reach a buying decision.
Examples of feeling that work wonders in advertising are fear, anger, affirmation, and disgust. The Natural History Museum gives us a perfect example of this. To inform locals of the danger of extinction of animals, the museum sent an eraser to their audiences.
This example relates to the people because they had a visual representation of what extinction means. It brings forth an emotion that makes people stop, think and act as you want them to.
When designing your marketing copy, pick an emotion that will elicit the desired action. Build your campaign around it and discover just how effective it can be.
3. Develop a unique marketing content
So many letters and parcels go into your mailbox. Examples of material that clog up your mailbox are bank statements, utility bills, unwanted letters, and unwarranted invitations. These make the mailbox a no-fun environment.
You must get the attention of your potential customers by rising above all this confusion. Think of a smart yet innovative way to show your product offering. Look at this example that compares a consumer product to something entirely different.
A team of marketers from a local performance names Macbeth needed people to set foot in their show at an auditorium. They chose to use the juxtaposition of the letter M from “Macbeth” to the more popular letter M of McDonald’s.
This juxtaposition of visual elements would prompt you to look twice at the direct mail. Instead of pushing it down the rubbish bin, you would actually read what is says. This is because you would never have imagined the two phenomena to be paired together.
The above are simple yet efficient examples and methods to attract and maintain potential customers. Use these and others creatively to your advantage.
Read more: HOW TO WRITE AN EMAIL – EMAIL ETIQUETTES