INFOCLUTCH | DECEMBER 20, 2016
Although in the recent past direct mail campaigns have increasingly been replaced by online advertisements and other technology-based techniques, it still continues to be an easy and cost-effective form of advertising. Companies looking to spend less and at the same time optimize their marketing campaigns to the fullest are opting more for direct mail marketing practices. Being highly flexible, affordable, and user-friendly, direct mail occupies a well-deserved place as an effective marketing strategy amidst the backdrop of digitalization. It won't be wrong to say that "direct mail is not dead yet." Everyone is not a tech savvy. Rather than going online to search for information on any company or get marketing offers, some people still prefer receiving mail in their letter box with a personalized message designed keeping their requirements in mind. If you are not convinced on the matter that whether or whether not to go for direct mail advertising, here are four reasons that will make you trust in this traditional but useful marketing tool.
Direct mail can be personalized to let you go ahead with a targeted campaign. Your targeted audience may vary depending on their income, preferences, buying patterns, etc. Hence, it becomes necessary for you to think separate tactics for each prospect to market your offerings based on the information you have about them. A highly targeted mail is likely to be opened and read, increasing your chances of turning it into sales.
Automated messages send to prospects lack the personal touch. Customers prefer receiving a personalized message individually crafted for them which is only possible in case of direct mail advertising. Your marketing content should sound as if the owner is speaking directly to the audience and not some machine. Online marketing has its advantages as well as some drawbacks. To save time many marketers take help of software to send a generic message to the prospects without mentioning the company name or the name of the audience in particular. As a result, potential customers are not able to connect themselves with your message and often end up ignoring or deleting them, putting all your efforts in vain. To make sure that customers go through your content, direct mail advertising is one of the best options.
Measuring and tracking the results of your campaigns is as important as putting effort into making it a success. Direct mail advertising gives you the chance to evaluate your direct-mail campaigns and calculate its profitability by measuring the response rate to each mailing, giving you the opportunity to improve your strategies and avoid mistakes in the next campaign.
Brochure, postcards, etc. are part of your direct-mail advertising. Hence designing your message with these tools doesn't burden your budget as compared to other forms of marketing. Also, to test you can send less number of mails in the beginning and based on its response you can increase it later. You can reach your targets in a cost-effective way. Even a small company or a startup can use postcards to market its products and save money. Before going ahead with your direct mail campaign, remember to do homework on your prospect to know them better and then plan your strategy.