Direct mail marketing is a strategy to advertise a business through sending physical letters brochures, packages, postcards and mailers to potential customers and prospects. This strategy is used in both kinds of selling as business to customer and business to the business sales approach. Even though with the digital revolution, the response rate of direct mail has dropped but still, this tool is very effective for marketing and sales practice.
The postal marketing contains a higher response rate that the electronic mails. On average a person receives 121 emails daily and there are few chances of getting response through email marketing, but about 6 persons in 10 enjoy checking their mailboxes and respond as well as the postal marketing material needs less time to convey your message. An email has superior ROI as it is cheaper to send in large number and can reach maximum people with comparison to direct mail. Direct mail marketing could be costly as the cost of printing and posting is much greater than electronic mail as it can be sent to a large number of people within seconds and without any cost.
The response rate depends on the provided information and products. Even the use of digital marketing is getting the hype but in past few years, it is increasing as in 2019 it is measured as 9% for house lists and 4.9% for prospect list with comparison to 2017 it is much greater ratio which means that the practice of direct mail is taking place again.
The results of a campaign depending on the formation and procedures that are assumed to be followed throughout the campaign. For an effective campaign here are some steps or hints that can be beneficial for you to create a purposeful campaign through direct mail.
Every campaign needs a clear and unambiguous objective to determine its direction, similarly, for direct mail marketing campaign, the goal or objective is must as this is what you are going to achieve. This might be building brand awareness, increasing sales for your business and many more objectives to achieve.
Once you are aware of your campaign goal, now it is compulsory to target a specific audience that is beneficial for achieving your goals. It depends on the category of your business or objective and also behaviors and demographic conditions that might suit your campaign.
For convincing your prospect through postage marketing, it is compulsory to offer some incentives to achieve your campaign objectives. It might be an additional event, discounts or buy one get one free offer to convince them to use your product or respond to your objective.
Direct mail contains three main components as the format of postage like postage boxes, postal envelops, etc., copying a message of concern and design or structure of mailer. Pick the design that works for your message and your potential audience best by bearing in mind how much space you require to present your marketing message.
Choose the appropriate time of mailing the promotional stuff according to the need of business or campaign. If you are going to promote seasonal products, it is best to mail them right before the start of the season. After distributing mailing stuff keep the check on the response rate through changing stats of business.
Here are some tips for ruining a direct marketing campaign successfully.
For the successful marketing campaign through there are some point that must be considered.
Nowadays, businesses are again adopting direct mail marketing strategy to reach prospects. Strategy is not only adopted for promotional purpose but also for getting in touch.