Direct Mail Marketing Still Works

It is officially the year 2017. As a society, we are in the middle of the digital age. Everything is online. People watch their television shows, listen to their music, get their news, and do their shopping completely online. A person never truly needs to leave their house (except for the fact that getting out of the house is good for you). Many times, there is little to no reason to even get the mail. Yet businesses that use direct mail marketing swear by it. The reason is simple: it really does work. Even in this digital age, direct mail marketing still makes an impact on customers and gives a higher than expected return on investment.

The Audience

Businesses that use direct mail must know their audience. Direct mail is not for everyone. However, there is a large group of individuals who use products or coupons that come in the mail. Research is the most important piece of any direct mail campaign. Make sure you are conducting research regarding who your customers are, how they shop, and how they respond to unsolicited mailings. You may be surprised to learn that it is not just baby boomers who respond well to direct mail pieces. On the contrary, a lot of young parents and small business owners enjoy receiving mailers and products to try in the mail. Many times, they will sign up to receive this information through a website. This makes direct mail even more appealing, as opposed to when it just shows up unsolicited. In the same vein, if you are soliciting for a professional service business like an accountant or attorney, you may not have much luck with direct mail pieces to the millennial renter fresh out of college. Therefore, knowing your audience and conducting a few hours of research is always the first, most helpful step in the process.

The Mailer

People like free things and coupons. They like to save money. This has not changed. Therefore, if you are targeting a local market for your products, store, or services, giving something away is always a great introduction, even if it?s just a free consultation. The idea with the mailer is to catch a percentage of people?s attention. Then, once you grab their attention, offer something they cannot refuse. The key is to offer it with a follow-up. For example, they must login to a website or call with a specific code. This allows you to identify how the sale came to you and calculate whether the mailer actually worked for you.  

Direct mail is not something that should be taken lightly or expected to yield an extraordinary rate of return. However, it is a worthwhile venture to get your company out in front of your local market with a low overhead cost. While the market is becoming more digital day by day, getting mail is still something people enjoy ? especially when it is useful to their daily lives. If you are interested in learning more about developing a stellar direct mail campaign, contact the experts at Mad Monkey Media Group at (763) 200-6489.


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