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How to Tell if Direct Mail Marketing Is the Right Strategy for You

How to tell if direct mail marketing is the right strategy for you

After word of mouth, direct mail is the oldest marketing tool available. As the name suggests, direct mail sends tangible marketing materials to customers through the mail.

Direct mail services and products come in a variety of shapes and sizes, including:

  • Postcards
  • Pamphlets
  • Magazines
  • Letters
  • Cards
  • Catalogues
  • Newsletters
  • Self-mailers
  • Sample boxes

The amount of money you’ll spend as a business on your direct mail depends on the type of mailers you use and how many recipients you’re sending to.

Compared to digital marketing, direct mail has great results. According to Canada Post, postcard marketing is 10-30 times more effective than digital marketing efforts.

If direct mail is so lucrative, why don’t companies ditch digital marketing altogether? Direct mail services are impactful, but they work even better when combined with digital marketing. You also need to know your market to see success. In other words, to send direct mail, you need relevant mailing addresses.

Some companies are better suited to direct mail than others, but there is a tailored solution for anyone. Here are some ways to recognize and validate that direct mail is applicable to your company.

Your Current Goal is Building Community Awareness

If your company is new or trying to build brand recognition, direct mail services in the GTA are a great way to get started. When building local awareness, you don’t need to target individual clients but focus on all residents within your business area.

A great example of direct mail for brand awareness is menu mailers. When a new restaurant opens in town, sending takeout menus to residents ensures people know who you are, where you’re located, and what you’re selling.

Your Product or Service Has a Broad Target Audience

If your company sells something useful to a wide demographic, mailers are a smart marketing tactic. Like the menu used to promote brand awareness, businesses with a wide range of consumers can send direct mail to more than a small list of previous customers.

This tactic doesn’t work for businesses with a niche market. For example, running a prom shop filled with beautiful dresses could waste money sending mailers to households without teenage children. In comparison, a grocery store owner can rest assured that every local will be interested in a flyer mailer for a free dip with every three bags of potato chips they buy.

Reaching Existing Customers is Important to You

Some businesses cater to solid leads with higher rates of return. If you sell cars, houses, or other big-ticket items, you probably have a list of potential buyers already. These leads are more likely to react and remember a tangible piece of mail than an e-mail or social media meme lost in the influx of online content.

Companies with growing lists of leads are a perfect match for direct mail services in the GTA. You’re less likely to waste money paying for mailers that won’t bring in revenue because you know the leads you have are in the market for products like yours.

Offering Incentives for Greater ROI is in Your Budget

If your brand has the money or overstock to offer new customers an incentive with your direct mailer, you are a good fit for this marketing method. Consumers react to exclusive offers, and when they come in the mail, you’re more likely to make a memorable impact.

Coupons and loyalty program mailers ensure past, and potential customers think of you when they need a service you offer. For field-based businesses like landscaping and snow removal, exclusive discounts bring customers back with the turn of the season.

You Work for a Non-Profit Organization

Many charities depend on direct mail to entice contributions to charities across Canada. Receiving tangible mail sends a personal message, and non-profit organizations rely on this emotional connection to build support in the community.

The Charity Report based on statistics out of Ottawa found that loyalty was upwards of 66.46% for direct mail donors. The report also found that acquisition mailing (mail to potential contributors with the hopes of acquiring new donations) was most successful among non-profit direct mail campaigns.

One thing nonprofits can rely on is the generosity of Canadians already giving. If a consumer is donating to one charity, they’re likely to contribute to another. This means you can easily build a list of mailer leads based on contributors to other local charities.

You Run a B2B Company

Businesses receive hundreds of emails every day, so one more from your company is sure to get lost in the mix. Mailers are highly beneficial for B2B companies looking to make their mark with local businesses. There’s often a 4.4% rate of response for B2B direct mail campaigns. This is leaps and bounds above the email response rate.

Much like offering your business card at a networking event, direct mailers let you:

  • Welcome new businesses to the neighbourhood
  • Introduce a service or product new businesses can use
  • Introduce yourselves as an authority in your field
  • Offer exclusive partnership deals
  • Invite companies to visit you online or in-person

You’re Willing to Put in the Leg Work

All in all, direct mail can bring in new and returning customers with high success rates. Businesses willing to work for their leads and nurture them with direct mail services in GTA will see more ROI than those businesses sending at random.

Contact Troi Mailing Services to Learn More

If you’re a business owner in the Greater Toronto Area and you’re toying with the idea of direct mail marketing, we’d love to help. Troi Mailing Services is one of the leading direct mail services in the GTA, serving customers across the city and beyond.

We work closely with local businesses to create direct mail campaigns that work with your unique business style and budget. Whether you’re looking to send addressed or unaddressed mail, we’ve got you covered.

Once your mail campaign is in progress, Troi Mailing Services will also help you track your success rate. To learn more about how direct mailing can help your business, call our team today at 1-866-486-9350 or contact us here.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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