Posted By Seamus Barton
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.
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:
- 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.
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.
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!