How to Use Direct Mail Effectively
There is no question that email has significantly changed how businesses market to their customers in the past ten years. The proliferation of email doesn't mean that print marketing is dead — in fact, the opposite is true! Today's consumers are overwhelmed by the amount of email that pops into their inbox throughout the day, which means it's more likely that emails will be ignored and a truly interesting print piece is what will engage their attention. Here are some best practices for effectively using direct mail that assures your customers will receive and act upon your message.
The Personal Choice
Email can feel very impersonal, especially if it's clear that it's coming to you as part of a distribution list. Printed promotions can easily be customized to target the needs of individuals, even when you don't have an email address! With a recent study by Epsilon showing that nearly 77 percent of customers at least flip through their physical mail as opposed to clicking "select all" and "delete" on their emails, you are much more likely to get your message across with a printed mailer.
Enhanced data points are a great way to gain a deeper understanding of your customers, and can provide your business with a variety of different insights. Data dives into things such as the time of day that people are active online and whether or not they're likely to shop both in stores and on the phone can all tell you whether or not direct mail is likely to be a good fit for future promotions. Curating your own customer lists has never been easier, especially for printed mailings.
Building Brand Awareness
Reinforcing your brand takes time and effort, and launching a direct mail campaign allows you to inexpensively increase your reach while repeating your brand messaging. Create an announcement for an upcoming sale or new offering, and you'll see the positive impact on your sales!
QR Codes and Interactive Mailings
Email and traditional print pieces tend to be a bit two-dimensional and flat, but QR codes and other augmented reality options have really opened the doors for marketers to get creative. Consider creating a dimensional item such as a box, tube or brightly colored envelope. Creating a fully interactive experience with animation is more expensive, but makes sense for demonstrating specific products or connections.
Ready to learn more about how your organization can benefit from a printed promotional piece? Contact the advertising professionals at Matly Digital Solutions at 502-375-2525 in Louisville, KY or 513-860-3435 in Fairfield, OH. Whether you need custom apparel, promotional items or direct mail, we will work with you to exceed your business goals.