Apparently, you do! According to UK marketing company, Market Scan, you could be missing up to 80% of your market by avoiding direct mail. Since we are in the Internet era, it seems okay to consign ‘old-fashioned’ marketing techniques to the bin because we have email marketing. The thing is, almost half of over 65s don’t regularly access email so instead of expecting people to ‘catch up’, why don’t you continue marketing in a way that has always made sense (and cash)?
Better Open Rates
As there are trillions of emails sent per day and the average person is inundated with messages; a huge majority of marketing emails either fall victim to the spam filter or end up in the cyber bin. According to the Direct Marketing Association, direct emails have a response rate that is 30 times higher than email when it comes to existing customers. Therefore, direct mail can actually represent an even better ROI than email when used effectively.
Direct Marketing Tips
• Special Offers: The best examples of direct mail contain a lot of value information relevant to the recipient but they also contain a compelling special offer. A free gift, discount or free trial adds value to the message and entices the customer to say ‘yes’. Now that fewer companies use direct mail, you don’t have as many rivals and can really make a lasting impression on customers. Coupons are an excellent weapon as they have a tangible value not found in emails.
• Be Precise: Using a scattergun approach, also known as a ‘random blast’ or ‘spray and pray’, is a disastrous waste of money. You would be better served to find a database which can filter results based on your specific target market. Once you focus solely on sending mail to your target audience, you can go on to the next step.
• Personalisation: Impersonal direct mail looks like it was sent from a scam artist. You can use digital printing and marketing software to send out messages that appear tailored for each individual recipient. Nothing piques a prospect’s interest more than receiving mail which looks like it was written for them alone. Try using envelopes with ‘teaser copy’ to compel recipients to open the message. Handwritten notes are also another excellent strategy for individualised copy.
It goes without saying that each direct mail message must be thoroughly checked for spelling and grammar. Poorly written material looks like it came from an overseas con artist and this is not great news for your brand identity! Despite its age, direct mail is still a relevant marketing technique and when used correctly, it is a reliable way to deliver personalised messages to your target market.