Direct mail has been one of the most reliable and effective means of marketing over the last several decades. Unfortunately, the rise of Internet marketing has eclipsed direct mail leading some companies to ignore it. Do not make that mistake. Here are some reasons why direct mail should be a part of your marketing strategy.
Get Marketing into the Home
Something unique about direct mail is that it allows your business to get marketing materials directly into the home. You are sending something tangible to consumers. The mail will not be ignored like an email or banner ad online. Most people will see and open the mail. An added bonus is that your direct mail could stay in the home for a long time reminding consumers about your business.
Run Highly Targeted Campaigns
You can use direct mail marketing to run highly targeted campaigns. You can rent lists of addresses based on many different factors so that the advertising you send speaks directly to the recipients. This will translate into a higher return on investment and better conversion rates.
Overcome Consumer Trust Barriers
Consumers today have trust problems when it comes to online marketing like emails, pay-per-click advertisements and even e-commerce sites. Direct mail allows you to overcome consumer trust barriers. The printed information in a mailer is seen as more legitimate and trustworthy than anything that can be done online. This increases the chances of converting consumers into paying customers.
Outdo the Competition
The reality is that many companies today are ignoring direct mail advertising as a marketing strategy. If you incorporate direct mail into your marketing plan, then you will be outdoing the competition. You will be able to reach potential customers in a way that is simply not possible through the Internet or other marketing channels.
Direct Mail Is Simple To Use and Understand
Some marketing methods are incredibly complex and hard to implement. This is true for some of the online techniques that require advanced knowledge of how many different sites, algorithms and applications work just to get some minor results. Direct mail is simple to use and understand. Advertising is mailed to the names of people on a targeted list. You could even work through a third-party company to do all the mailing.
Easily Measured Results
A final reason to use direct mail is that the results of each campaign are easily measured. You will know exactly how many people responded to various direct mail advertisements. You can compare that to the number of mailers sent to consumers. Those precise numbers let you refine future campaigns so that you are maximizing your marketing budget.
