Direct mail gets a bad rap. In today’s “everything has to be digital”-world, the marketing tool that gets the most grief is the mailer delivered to your mail box. Businesses choosing this option seem to be limited to the small local companies and restaurants you find in your local ValuPack envelope.
Well, your company is missing out.
This tool could be a powerful weapon in your arsenal—you just have to know how and when to use it. Like every piece of marketing that has, or ever will be created, the goal is to be in front of people where they are looking. The fact is, people LOOK at Direct Mail. Love it or hate, it everyone looks at what they pull out of their mailbox. If they get something interesting or unique they will look at it more intently.
According to the website Compu-mail, 59% of US respondents agreed with the following statement “I enjoy getting postal mail from brands about new products.”
Think about that a little and you’ll realize it’s true. When you get something unexpected in the mail it almost feels like Christmas right? Why would you not want to invest in that excitement by doing a direct mail piece for your company? Even if you don’t have a new product or service, you can create an event to tie in with multiple channels of marketing. Coordinate between social media and your mailer to increase the value of your message. Have a contest at the event and use the mailer to double as the entry form. The possibilities are endless.
I’m not going to tell you that direct mail is the end all be all to marketing. Like every tool out there, it can’t do the job all by itself. But without much effort it is pretty easy to see how it can dramatically improve your ROI and drive towards your marketing goals.