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The 3 Objectives Of Direct Mail Marketing

The DMA claims that the overall volume of direct mail has remained relatively steady over the years, even with the popularity of online forms of marketing such as social media and emails. Many consumers, especially those aged between 18 and 34, take pleasure in receiving relevant and informative mailpieces at any point in the consumer journey.

When Should Marketers Use Direct Mail Marketing?

What is it about direct mail marketing that makes it a timeless form of advertising? The success of your marketing campaign requires careful thought about the purpose of each advertising channel, before you can even begin creating it. The ultimate goal of direct mailing is to encourage the recipient to purchase a product or service. But to arrive at this goal, marketers need to define the key driver of each mailpiece.

Here are the key objectives of direct mail that help to drive this goal:

  1. To build brand awareness

    Even if the marketing campaign doesn’t lead to a sale, raising awareness of your products or services is still a positive result. Brand recognition may also lead to future sales owing to its:

    • Direct nature

      Mail pieces are short, crisp, and to the point, which makes them ideal for raising brand awareness, pre-selling products and services, and establishing customer loyalty.

    • Multi-channel approach

      Mailpieces are generally used as part of an integrated marketing campaign, including email marketing, social media marketing, and telemarketing. The ability to deliver marketing information via multiple sources results in heightened consumer awareness.

  2. To enhance customer relationship management

    A direct mailing campaign can be created to improve customer relationship management through:

    • Personalized targeting

      By its nature, direct mail marketing is targeted at a personal level, and interacts with the recipient as an individual compared to forms of mass marketing, such as radio or TV.

    • Improved customer retention

      If done well, direct mailing can enhance the consumer experience both before and after a sale – for example, through discount coupons and vouchers of related items – leading to better retention.

  3. To generate leads and conversions

    Direct mail marketing helps with lead generation and customer conversion in several ways:

    • New lead generation

      Some of the mailpiece recipients will respond to the CTA and generate leads for new customers

    • Producing trial orders

      Some of the recipients may respond through trial purchases that lead to repeat business

    • Reacquiring lost customers

      Mailpieces may also encourage past clients to work with you again through certain incentives

    • Upselling, repeat selling, or cross-selling

      Mailpieces may encourage existing clients to make additional purchases

Marketers know that direct mail marketing is not going anywhere or competing with other channels. So it’s a matter of “how” to set up the campaign, rather than “why” to do it. The benefits are clear.

Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!

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