Executing a direct mailing campaign involves a number of steps, from setting your objectives and identifying your target audience, to creating your mailing piece and tracking your results.
Direct mail is targeted:
You can choose to send your message to an audience of one or many – but either way you’ll know exactly who they are. With the use of data, direct mail allows you to target your communications so you choose exactly who gets your message and who doesn’t. This level of targeting allows you to tailor your communications precisely to your target audience, test different messages in a more controlled environment and ultimately ensure that your target audience receives relevant, timely messages.
Direct mail is tangible:
Mail literally gets in the hands of your audience and once there it can engage all of the five senses – sight, sound, smell, touch and even taste. Because it’s tangible, mail conveys a level of importance not easily attributable to other media and consumers value the information they receive via direct mail. Using direct mail also tells a consumer how important they are to you as it says that you value them enough to send them a carefully crafted message.
Personalisation:
Personalisation has moved far beyond just putting someone’s name on a piece of communication. Personalisation is about tailoring both the message and the piece itself based on the characteristics of the target – and this can be as specific as each individual consumer with the clever use of data.
Audiences engage with direct mail:
Research has shown that 70% of promotional material received by households is read, filed or passed on and over a third of recipients will respond if an offer is included. Direct mail allows your audience to choose the time they are most receptive to reading your message which means they are far more likely to engage with it.
Direct mail complements other media:
Campaign integration is much more than just ensuring creative spans the different channels you use. Direct mail can lead an integrated campaign by giving marketers the cut through they need to deliver their message to the audience, backed up by reach and frequency offered through mass channels such as TV, radio and print. Direct mail also drives response which can then lead customers to personalised websites, SMS response or email follow up.
Be more creative with direct mail:
The tangibility of mail in itself offers an array of creative options from different shaped or dimensional mail through to the application of scent and the inclusion of samples. In addition direct mail provides the opportunity to include in-depth information for your audience which they can take in at their convenience.
Direct mail is not just about getting an immediate response; it can also be used effectively to build brands.
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