There’s no doubting that online marketing has actually taken the world by storm. Not only is online video consumption reigning supreme over conventional TV viewership, but it seems the world has gone mad for– and ignored– the value still kept in offline marketing.
Among those offline techniques is direct-mail advertising marketing: sending letters, postcards and brochures to the mail box of your ideal consumer.
What is direct-mail advertising?
Direct-mail advertising is a type of direct marketing where promotional products are sent out to prospective customers in the mail.
Related: Building a regional brand– 5 necessary things to know
With the rise in popularity of online mail boxes, the ones stood outside your door get a bad reputation. E-mails provide discount codes for your preferred shops, however IRL-mailbox area is filled with bills?
Here’s why direct marketing ought to form part of your strategy in 2019 and three brand names who’ve set a fitting example.
What can direct mail marketing deal that internet marketing can’t?
Internet marketing is great, but its offline alternative has actually been shown to drive much better results.
It’s simpler for customers
One factor direct mail marketing is more reliable is because it’s much easier to understand. One study found it takes 21% less cognitive effort to process, meaning your audience don’t need to invest time (and mental capacity) into your mail.
The success of any marketing project– whether it be online or offline– depends upon how it resonates with your perfect audience. If they’re discovering it difficult to understand or become puzzled at any point, it’s unlikely to satisfy your objectives.
Direct-mail advertising is more memorable
Reflect to some of the greatest advertising campaigns you’ve seen in the last 10 years. Chances are, you’ll roll a handful of trademark name off the pointer of your tongue, without a Google search in sight.
The brands you’ve listed nailed their marketing campaign; it had a lasting result on you. Direct mail marketing is proven to be better at this than the virtual alternative.
It’s been discovered that millennials who invest more time with physical advertisements have a more powerful emotional reaction, causing much better memory of them. You might be on the list of the next generation’s most-loved marketing campaign by enhancing your usage of direct-mail advertising.
It has a much better action rate
Previously, we quickly discussed that individuals frequently prefer virtual mail boxes to those outside their homes. That doesn’t suggest the online version is more effective. Read more: Send mass emails with this tool
Direct-mail advertising has a better reaction rate than email marketing, with 4.4% of campaigns getting a response when delivered through the mail, compared to simply 0.12% online. [Click to tweet Tweet this]
That suggests that in a campaign delivered to 1,000 people, 43 more individuals will connect with your direct-mail advertising than your e-mails.
You’re losing out if you push your entire marketing budget into email– specifically when direct mail can be more cost-efficient.
3 crucial ideas to produce an effective direct-mail advertising campaign
Wish to stand out from the crowd and make sure you pull off a marketing project that drives a high ROI? Here are 3 suggestions.
1. Be imaginative
Direct-mail advertising empowers you to be imaginative. Don’t just fire off a boring letter that might get mixed up with a target’s bills; create something no one has actually seen prior to. Throw a party in their mailbox!
You can do this by sending:
Custom-made postcard designs
Interactive letters, where your audience requires to do something to expose a message
A great example of creative direct mail marketing comes from the group behind World Water Day’s campaign. Their goal was to raise awareness about the occasion, however they chose to produce a direct-mail advertising with words that just became noticeable when soaked in water.
Not only did this direct-mail advertising project explain their aim creatively, however it became an interactive piece of content. Interactive content has actually been shown to create 2x more conversions than its passive alternative. Genius?