Posted By Seamus Barton
The 3 Objectives Of Direct Mail MarketingThe 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.
- 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.
- 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