Posted By Seamus Barton
5 Interesting Facts About Direct Mailing
Despite today’s heavy reliance on digital platforms, hard-copy marketing materials are also essential for a successful campaign. Many people assume there’s a constant war between online communications and direct mail. But the truth is, marketing initiatives are most effective when digital and direct strategies are used simultaneously.
Direct mail is a marketing tactic whereby promotional printed material is sent via Canada Post or another mail delivery service. When executed correctly, this strategy is very useful in attracting new customers.
If you’re unsure whether direct mail marketing is right for your business, here are 5 interesting facts to consider.
1.Addressed mail will always command more attention
Postcards, flyers and catalogues are among the most common forms of direct mail. Although many companies will send out generic versions of these materials, personally addressed items will always command more attention. Addressed mail allows organizations to foster one-on-one relationships with their customers because the recipient is meant to feel the promotional item was created just for them.
According to Canada Post, 87% of Canadians will open mail that has their name on it. This means if your materials are arriving unaddressed, some people may view your piece as uninvited ‘junk mail’. Avoid this sentiment by considering personalized mail instead. This effective tool is not only meant for spreading advertising. It can also be used to deliver free samples, gift cards and even coupons designed for specific demographics.
2.Direct mail drives traffic, in-person and online
When using direct mail marketing to grow your business, the statistics speak for themselves. Consider some of the latest numbers from a recent Canada Post study, which measured recipients’ reactions after receiving direct mail:
- 64% visited the company’s website
- 47% personally went to the business’ retail location
- 54% engaged in social media interaction
Your business should focus on the mediums that best fulfil its needs. For example, if you want customers to keep coming back, consider sending out a quarterly catalogue of your newest products. But if your goal is to expand your customer base, then a postcard with a free sample or online promo code for first-time buyers may be the more effective option.
3. Millennials are enticed by direct mail
Millennials are the largest consumer generation in Canadian history. Born between 1981 and 1996, millennials are a growing opportunity for the country’s consumer goods industry. As they continue to progress in their careers, this generation’s purchasing power will become even more amplified in the years ahead.
Most marketers believe email and social media platforms are the only way to entice millennials. But don’t be fooled into thinking this tech-savvy demographic has little interest in receiving traditional mail. In fact, there are many good reasons to incorporate a direct mail campaign into your millennial marketing strategy.
Millennials’ inboxes are full, but their mailboxes aren’t. This generation is being bombarded with ads from every angle online. Whether they’re scrolling through Facebook or browsing their favourite shop. Pop-up banners, sales notifications and online promo codes are coming at them multiple times a day.
Cut through the clutter by targeting their home mailbox instead. Because millennials have become so used to ephemeral ads, it’s a welcome change to receive something tangible instead, like an addressed letter, a personalized postcard or a direct mail flyer. Even bulk mailing like Canada Post Neighbourhood Mail is a refreshing alternative to inbox stuffing. There are ways to create enticing unaddressed mailings by using coupons, promo codes, contests, etc.
4. Direct mail resonates with consumers
In a world of pervasive yet impersonal digital communications, direct mail is noticeable and memorable. Tangible marketing materials are good at keeping brands at top of mind. Direct mail is also entrenched in ritual. Checking the mailbox when you return home in the evening is a timeless act that families have performed for generations.
Digital ads can be tossed into a virtual trash bin with the click of a mouse. But a traditional letters, postcard, flyer, or other mail items isn’t always so easy to part with. Its value is multiplied when it’s hung on a fridge, resting on a countertop, or shared with other family members at dinner. Direct mail serves as a visible reminder until the consumer is ready to buy. Ultimately, it’s a powerful trigger for purchasing action, driving brand recall and customer loyalty.
For more information on creating a direct mailing campaign in the GTA, anywhere in Canada, or even the United States, call Troi Mailing Services in Toronto at 1-866-486-0423 or contact us here.
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