Leverage that high response rate we mentioned earlier to get people active on your social platforms. That way they can follow your business and stay up to date without waiting for the next mailer. You can also link your physical and digital marketing campaigns with scannable coupon codes, hashtag campaigns, or giveaways on your social channels. Contrary to popular belief, direct mail is far from obsolete. What is direct mail marketing?
Why does direct mail marketing still work? Direct mail is interactive. It can have a bigger reach. It offers a lot of ways to get creative. Here are just a few examples of innovative marketing techniques from various companies: A Brazilian gym gave out calendars to their customers with cutouts in the shape of a man and a woman.
As they flipped back each month, the silhouettes of the people got slimmer, imitating the effect of consistently working out. To promote World Water Day, one marketing team sent out direct mailers with a message that only became visible when soaked in water. An Australian marketing firm sent out disassembled cardboard FM radios. The recipients who put them together were directed to tune the radio to a channel where they could hear an ad inviting them to join the national defense force.
Do: Define your audience. Do: Run tests first. Do: Make sure you have a CTA. A modern twist on a classic channel Contrary to popular belief, direct mail is far from obsolete. Instead, select one or in a very large city, several small area to test the market out. Start small and measure the effectiveness and ROI along every step of the way. With other forms of advertisements or marketing, it is perfectly acceptable to only go after impressions — a billboard in a highly-trafficked area or a TV spot that is more of a teaser in nature can sometimes go a long way toward educating the public of your existence, which is the first step in getting them to engage.
Regardless of the nature of the call to action, there must at least BE a call to action. Nothing will get your piece of direct mail marketing throw into the trash bin more quickly than a glaring typo, a noticeable formatting issue, or an overall poor print quality.
The templates from your printer will more than likely have an effective eye flow and a solid ratio of graphics to text — if you go the designer route, be sure to get several mock ups and again seek the opinions of those around you whose opinion you value.
This will allow you to re-engage with those customers with whom your mail marketing was successful. Great post! Proofreading is one of the most important, least focused on aspects of direct mail. Great tips! Connect your favorite apps to HubSpot. See all integrations. We're committed to your privacy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services.
You may unsubscribe from these communications at any time. For more information, check out our privacy policy. Written by Aja Frost ajavuu. Everything old is new again. Direct mail is a marketing strategy that involves sending a physical letter, package, mailer, brochure, postcard, etc. Research suggests Americans prefer direct mail over email. Buyers are currently bombarded with emails. People received emails per day on average , meaning you have to work incredibly hard to cut through the noise and win a response.
In contrast, four in 10 people enjoy checking their physical mailbox. With the introduction of GDPR and the California Consumer Protection Act, salespeople and marketers had to be especially careful with how they engaged with potential customers to remain compliant. The beauty of direct mail is it provides another avenue for sales teams to connect with existing accounts offline. These costs can fluctuate depending on the medium, design costs, distribution, and so on.
You might assume direct mail and inbound are inherently at odds. But when used the right way, direct mail has a place in the inbound process. Direct mail also lets you add value through education. Corporate direct mail campaigns should be far more targeted and customized.
Want to book appointments with your top prospects? Send them empty iPad boxes. Hire a freelancer on Upwork or Fiver to draw cartoons or portraits of your prospects. Put each in an envelope with this note:.
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