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Direct Mail in the Marketing Mix

Why Use Direct Mail Within Your Marketing Mix?

You’re planning your next marketing campaign—how will you spend your budget? Planners get paid good money to define which kinds of activity your campaign needs. Do you choose to work below the line or above the line, or a combination of the two? Are you just digital or do you have spend allocated to more traditional outlets like television and newspapers? And where does direct mail fit into all of this? When you learn that 79%* of direct mail recipients respond immediately to a mailer you soon realise that it would be foolish to overlook.

Not only does direct mail work as a standalone, it integrates perfectly with any marketing mix. The older cousin of all the other forms of media, it’s more tested and proven effective than its counterparts. Direct mail is a lot easier to quantify, both in terms of expected outcome and later, return on investment. Its measurability is a welcome insight to marketeers. And it helps to prove your case to your superiors when you’re armed with better information. Just think how it’s easier to have a campaign approved a lot more swiftly if you can show its worth.

Direct mail is the human element your campaign is missing. Not only does your message go directly to their home or business, it ends up literally in their hands. It can’t be ignored—the recipient must do something physically with it, and more than a quarter will keep it for future reference. When they can touch your product or service at the first point of contact, you’ve already made a connection. How you interpret that is yours to decide and is only limited by your imagination. It could be a free sample, an opportunity to experience your product or service at a demonstration, or perhaps you can lure them with a solution to problem they might have.

With a direct-mail presence in your marketing mix it means a more integrated campaign and consistent messaging across all channels. Being ubiquitous is the way through to your customers when competing for their attention in a crowded marketplace. You give your customer multiple opportunities to contact you by providing handy reminders along the way. When you are speaking to them directly to their specific needs with direct mail you’re one step away from a handshake.

 

For more information on how Direct Mail can work within your marketing mix please contact us enquiries@firstmove.co.uk or call 01494 539300.


References:

* DMA (2013: Why direct mail still matters, The consumers’ case: infographic report)

The full From letterbox to inbox: building customer relationships 2013 report can be downloaded from http://dma.org.uk/toolkit/letterbox-inbox-building-customer-relationships-2013

 

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

How to make the most of your email campaigns with Direct Mail

5 Reasons why Direct Mail is great

5 Reasons to Take Another Look at Direct Mail

Like all good relationships, when you are so close to something sometimes it’s easy to forget just how good it is. And the same principle applies to direct mail. So why should you take another look at Direct Mail?

It’s one of the major forms of marketing that has stood the test of time, and these days as our technology improves, it’s even better than before. No longer just a stamp and mailer, direct mail is a sophisticated form of marketing and should be considered a major player.

Here are five reasons why direct mail is so great.

ONE: It’s physical

This one is a no-brainer, but the tangible nature of direct mail is its greatest feature. While e-mail gets to people at a low cost, there’s a chance it’ll never reach their inbox let alone receive their attention. With direct mail they’re guaranteed to receive your mailer direct to their hands. It doesn’t get much more physical than that.

TWO: It’s measurable

Direct mail is superior to other forms of marketing as you can quantify almost everything about it. Reviewing results and calculating your ROI is easy, and helps you make key decisions for your next campaign. It also makes forecasting easier and getting your marketing budget approved a cinch.

THREE: It’s testable

Not only can you measure you results, but you can measure your approach. Have one offer, but two different ways of saying it? Well, it’s easy to find out which works best. Split testing is the way to make sure you’re doing direct mail right before you commit to a full campaign. Split in half, split a portion; you’ll know soon enough which way is the best way.

FOUR: It’s responsive

How can that be? These days with technology in its current state, you can plan and execute a campaign quickly, but according to interaction with your customers and prospects. Printing is far more sophisticated than ever and it’s fast. If your customer replies to an offer now, you can have their coupon with them within two business days. There are endless possibilities to responsive marketing.

FIVE: It’s effective

3.4% of direct mail recipients respond, which equates to real sales. Greater revenue, greater marketing spend and even more opportunities.
For more information about our direct mail services please contact us on 01494 539300 or email enquiries@firstmove.co.uk