In an age of email, social media, and ubiquitous websites, direct mail can seem like a dying art. Who sends actual mail anymore? The truth is, a lot of companies are cutting back on their direct mail—and that presents an opportunity. Sending promotions in the mail now makes you stand out. It might seem a little old-fashioned, but in a digitally connected society, there are still ways to make it relevant.
Integrate your direct mail with your online marketing. Don’t give them all the information on your promotion up front. Encourage them to go to your website to get the deal. Have your website set up to receive these visitors—maybe send them to a special landing page, or rework the copy on your home page to be sure they see what you advertised right away and know what to do next.
Offer an incentive. Publicize your social media presence using your direct mail—but go a step further. Enroll those who connect on your social media platform in a drawing, for example, or offer tips on how they can save money on their insurance. The idea is to bring your direct mail audience onto your digital marketing list—so you can keep reaching them through social media, email and newsletter marketing, and other methods.
Keep it simple. A complex, expensive mailer may not be needed to stand out anymore. As so many other companies cut down on their direct mail, you may not need to spend a lot of money to stand out. A simple envelope or postcard with a powerful offer can be very effective—and cost a lot less.
Personalize. Whether they know it or not, many people expect their ads to be a bit personalized these days. Email marketing is personalized and social media ads are extremely targeted. Be sure you’re targeting a focused market of people who need what you’re selling, and that your direct mailers are as personalized as possible. Customize your technique based on age demographics, income, industry, and other relevant factors.
Direct marketing is anything but dead. You can utilize a direct marketing strategy that gets results—one that’s tied to your website and that brings your audience in to your social media presence. A direct mail strategy integrated with your digital marketing efforts can broaden your audience and pay off considerably.
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