In a world that is dominated by digital marketing, with incredible reach and hyperactivity, direct mail is sometimes forgotten about as a form of advertising. This is a mistake. The rise of marketing on social media platforms shouldn’t result in the death of direct mail campaigns. In fact, direct mail can boost your online presence as well as helping boost your audience in the real world! In this article, we’re going to tell you why. Purpose Printery will also give you tips on how to ensure your company uses direct mail as effectively as possible. With direct mail, your start-up or fledgling business can really boost brand recognition and engagement. Let’s find out how.
Why Direct Mail?
Every day we’re inundated with ads, especially online. Whether it’s posts on social media or promos in our inbox, the digital space is awash with companies vying for attention. For businesses, on the surface, this makes a lot of sense. There can be great interaction with customers and a viral campaign can boost your audience immensely.
Perhaps surprisingly, this can explain why direct mail can be so successful even in the 2020s. You see, with everything becoming digital, having something that’s tactile, something you can really feel, can be far more memorable for the consumer than just another pop-up to swipe away. You don’t have to take our word for it. In a recent study, the Direct Marketing Association (DMA) found that direct mail achieves a 4.4% response rate, compared to just 0.12% for email.
Not only is direct mail effective, but it can also be pretty cheap. Provided you print with the right company (hint, hint) initial costs can be pretty low. What’s more, you’ll find a really great return on investment (ROI) compared to other forms of marketing, including paid search and online display. We admit that direct mail’s ROI is slightly lower than social media, in this next section we will discuss how to incorporate social media into direct mail marketing so you can achieve the best of both worlds.
Knock-knock, did anyone order an effective marketing campaign?
Stamp of approval
You may think that using direct mail nowadays is akin to trying to sending a fax in the internet era or trying to persuade you’ve got the fastest horse during the advent of the car. But that’s only if you’re not using direct mail to the true extent of its capabilities by merging the old world with the new.
By sticking a QR code on your direct mail, you can successfully draw new customers to your website or social media accounts. Post a flashy image of what you have on offer, or the latest must-have, and through connecting the physical card with a digital tap you may see your online platform grow like never before. Again, there’s data to back this claim up. The DMA found that a staggering 92% have been driven to online or digital activity as a result of direct mail.
You can take advantage of modern technology on direct mail in other ways. To be really fancy, you can use augmented reality (AR). Instead of an unattractive code, AR can use designs, images, even your company logo to trigger your digital portfolio. 54% of DMA’s responses engaged with the company’s social media, these numbers are sure to be even higher with something as creative as AR on your postcard. Speaking of postcards…
Direct mail is one of the most effective DOI out there. Combine this with a social media presence and you’ve got yourselves a winner.
Forms of Direct Mail
You’ve done the hard part - figuring out how exactly to imbed AR into your direct mail, so now the next step should be pretty straightforward! All you have to do is decide what form of direct mail you’ll distribute in your marketing campaign.
Let’s start with postcards. We’re sorry, but if you’re thinking about a banal design that looks like an ad, sent to ‘the homeowner’ you should throw your ideas in the trash (or that’s where your postcards will end up). Forbes found that 84% of consumers would be more likely to continue reading if the postcard was addressed directly to them.
Postcards are also a cheap form of direct mail as they can be printed on just one piece of card and are so easy to distribute. We recommend postcards if you’re on a budget, or just want to relay the most important information to the consumer. For the ultimate postcard, we this Purpose Printery’s Silk Laminated Postcards are the best in class. Because of the smooth texture and luxurious finish, consumers will want to keep hold of these postcards when the paper alternative might go straight into the trash!
Purpose Printery’s Silk laminated postcards are first class
The next form of direct mail you may want to consider is the brochure. A brochure can give more information than a postcard, so it’s a great way to showcase some of your finest products. You might decide to add your mission statement or even ways your company is a positive influence, such as work you do in poverty-stricken areas or ways you’re helping to tackle the climate crisis. At Purpose Printery, we have lots of options available so whatever your style or folding option, we’ll have you covered. The tri-fold brochure is a classic and can tell consumers everything they need to know about your company, your products, or your latest ventures.
You can really wow your customers by sending a magazine through the post. It’s true that this can be a more expensive option, but a magazine of high quality with some amazing photos can be what your company needs to stand out from the competition.
Customers can flick through all your products at leisure and as they browse, they can be far more tempted to visit your store than if they saw the same list of products online.
A well-designed magazine is a promo idea that can be a guaranteed success.
With this article, we hope we’ve given you greater insight into the power of using direct mail as an effective form of marketing. In the 2020s the extent to which direct mail can develop your brand and raise recognition has only grown compared to prior decades. With the use of QR codes and AR, the gap between the online world and the present has also been bridged, showing how these ideas can revolutionize direct mail as a tech-filled product.
We also hope that we have shown you different forms of direct mail, and which might be the best for your business. At Purpose Printery we strive not only to create the best products, but also the greatest experience for our customers. That’s why if you have any questions or require further advice, please feel free to contact us. You can also read our other blogs for more top tips on boosting the success of your business.