Posted By Seamus Barton
How Direct Mail Advertising Can Help AccountantsFor accountants and financial advisers, communicating with clients and prospects via email and other digital communication tools seems like the most logical option considering that any client data will likely be transferred digitally anyway. But focusing on email marketing alone can cause you to miss out on a huge opportunity to communicate with clients offline via direct mailing. According to a recent report by the Direct Marketing Association, about 70% of “snail mail” recipients claim that it is more personal than the Internet. Another report suggested that the most successful email marketing campaigns are those that resemble personal mail. Marketers have become increasingly aware of the effectiveness of personalized messaging directed at the right target audience, and direct mail is the epitome of customized marketing messages. So how can people in finance use direct mail marketing to reach more clients?
- The right mailer gets you noticed You can choose between an envelope-based mailer, such as a letter, or a self-mailer such as postcard, flyer, brochure, or even booklet. Self-mailers are generally more cost-effective because they require less materials. Another benefit is that they create visual impact on the recipient. The priority of any mail piece is to get the attention of the recipient. Using the right mailer will create a good impression, increase the likelihood of your message being read, and promote lead generation and sales.
- Strong titles allow for direct and personal communication A good amount of the time spent creating content should go towards creating impactful headlines. Your titles should be good enough to draw the recipient in, and personalized enough to communicate to the reader on a personal level.
- Push through the clutter When your mailer is hidden among dozens of other letters, all begging for the recipient’s attention, it will likely get tossed out without being seen if it doesn’t exhibit any visible attributes that encourage opening. For instance, if you use a pre-printed mailing label and a bulk mail stamp, your message will likely get discarded right away. But if you take the time to directly label the envelope with postage paid through a regular or metered stamp, the recipient will recognize the personal touch and feel more inclined to open it.