As the business year steadily moves along, your company’s agenda should be led by marketing strategies. 2018 has consumers expecting more from businesses, especially with regards to their buying habits and other purchasing information. Offering your products or services via email no longer suffices. You’ll need to appeal to the curiosity and creativity of your prospects.

UK-wide mailing house Washington Direct Mail share their thoughts on why it’s essential to incorporate direct mail into your marketing plan.

Rightfully seen as a traditional form of advertising, direct mail marketing is on a resurgence, emerging from the shadow of digital marketing. This is largely due to what is the rather overwhelming nature of the digital age. Your brand, message and products would need to stand out from a colossal 269 billion emails sent daily, which translates into the average office worker receiving 121 emails per day. You have very little time to grab their attention.

With these stats highlighting just how saturated digital marketing has become, companies need to look towards the likes of direct mail in order to place their campaigns directly in the hands of their consumers. Estimations suggest that direct mailers are kept in the house for 17 days, with more than 66% of direct mail being read.

Direct mail response rates have increased by 190%, perhaps due to technological advances within the industry, including UV spot printing and digital printing. Additionally, consumers are just looking for alternative ways to digest the information they receive than through screens. Direct mail is even attracting Millennials, with 64% seeking information and discounts from brands via their mail.

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Dimensional mailers amongst many others can be looked into, but these are vastly different to those which deploy a standard postcard or letter received in the mail. They deploy a lot more creativity and innovation and they have some of the best brands introducing some personality to their advertising using this format. SMEs and start-ups that don’t have huge budgets can send cost-effective promotional packs to their audiences, encouraging some physical interaction which engages them in something like building it to reveal a ‘secret’ message.

The likes of Smart naturally have a bit of a bigger budget to work with. The cardboard they sent out to prospects with which they could construct a recyclable helmet proved to be a genius stroke of marketing as they saw improvements in responses. This extended to social media as well.

Combining direct mail and digital marketing has proved to be a success for some companies, reported to lift response rates by a very impressive 118%. You can expand your reach quite widely with this multi-channel integration since you won’t be ignoring specific sections of your target audience.

We recommend a look into direct mailing to form part of your company’s advertising, but always remember to personalise. Don’t address your direct marketing to ‘homeowner’ as this will be disregarded, particularly since you can gain access to their details. Personalised direct mail boasts proven results to it and will be a continuous feature in our direct mail trends.

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