This week, a client reminded me of a very important lesson, direct mail still works! While digital marketing has certainly taken off, direct mail is still a fantastic marketing tool – when well-targeted.
In fact, the stats are startling. The 2010 USPS Household Diary Study found that 81% of consumers will either read or scan advertising mail sent to their household. Compare that with findings from the Email Experience Council’s 2012: Email in Action study that report the 2011 average open rate for a B2C sales email at 18%, and you can see why direct mail is still swimming swiftly along.
Direct mail’s performance is even further augmented when used in tandem with email. To get you started, here are a couple of ways the two can work together in harmony, merging the cost-effectiveness of email with the tangible impact of direct mail:
- Send out an email campaign promoting your new product or service, then re-target the opens and clicks with a postal campaign. This lets you engage prospects through multiple channels.
- Send out a postal and email campaign simultaneously. Experiencing the brand and offer through multiple channels can increase brand recognition and encourage action on the recipients’ end.
Creativity is vital to a successful direct mail campaign. It has to catch eyes, lift spirits, engage, and inspire. We all know we toss (or recycle!) the standard coupons, offers, etc. that don’t interest us. Just like in email, it’s important to stand out!
Recently, a fellow marketer shared an interesting tactic with me: consider putting some sort of object inside the envelope with your offer. It doesn’t have to be expensive, just something that’ll be enough to peak a person’s interest. Physical objects that people can touch and feel are interesting, and people will often open an envelope out of curiosity alone. Additionally, bright, bold mailing pieces stand out from the crowd, and will further encourage engagement.
Hopefully you’ve found some direct marketing inspiration, now go out and engage with those prospects.
P.S. Be sure to check out all the multi-channel possibilities Marketfish offers here.