Why do companies use Direct Mail?

[Jose Laris]

Direct Mail can be a very effective way of communicating with your customers or target audience. With items delivered directly to the home, the promotional piece must be interacted with, giving your message a chance to connect with your targeted homes and stand out in a busy advertising environment. Advertising messages via direct mail is a traditional form of promotion, outdating digital opportunities such as email, online, and social media campaigns. Though it has been around for a long time, there is a good reason why it has lasted so long, and not been excluded from marketing plans. Used properly, advertising mail effectively keeps your business’s brand and name at the forefront of your audience’s mind.

Demographic and geographic audiences can highly target advertising mailings. Specific individuals, audience segments, life stages, or just location-based targeting can be used. With direct mail, you can easily integrate other marketing channels including outdoor, social media, and your TV and radio schedules depending on your media budget, integrated campaigns allow amplified messages and a halo effect to your brands. By using a combined media plan, you can feel much more confident that you will be reaching your most interests. Audiences.

A key benefit is the channel’s physicality, advertising mail gives your message more space to communicate detail and signpost key information for action to be taken as a result. Advertising mail can be inexpensive. With the right targeting, the delivery of the items will only be sent to homes most likely to respond, saving costs on both printing and physical postal delivery. Easy to test – Once your schedule, message, and target segments have been defined, mini-test cells can be created with variations to messages, from loyal customers to potential ones. Therefore, they only receive offers that meet their specific needs.

Using your campaign database, your direct mail item can include relevant personalised information to aid their response to your promotion. Relating your customers’ needs to your company’s solution will make them feel like the conversation is directed specifically to them and how you will cater to them individually. With direct mail, there are many opportunities to promote your business and brand. Whether you need to highlight a new service, introduce a product change or a new model. Advertising mail can grab the attention of your target audience and because you know who you have sent your items to, the responses to the campaign can easily be linked back to the original schedule to understand the campaign response.

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