Posted By Seamus Barton
Why Direct Mail Is Making a Comeback in 2022
While it can seem a lot easier to advertise and reach your target audience with social media, life is almost fully online anyway. It is the direct, physical moments that are making a difference in today’s world.
We are so over-saturated with digital marketing, ads, and content that we switch off. Even the most brilliant of ad campaigns can be missing out when we consider our eyes and brains are flooded with images and messages up to 10,000 times a day.
Direct mail is the original marketing method used for years to reach its desired audience. And now, it is making a stronger comeback than ever. Allowing people to focus on something “real” and not “digital”, means they can hold it in their hands, stick it on the fridge and come back to it later.
These small pieces of mail are now having a bigger impact on business and making obtaining new clients easier and faster in a huge way.
Why is it so appealing?
Getting something in the mail these days always feels extra special as only some people send actual, physical letters. Almost everything is automated, digital, and cold or lacking in personality, no matter the creative flare or graphics used.
With the recent pandemic, and isolation requirements, sometimes just being able to go to your mailbox is an outing that you look forward to. The reward for taking this step is finding a piece of mail, personalized to you, in the mailbox.
Being forced to remain indoors and to have no contact with the outside world has driven people online, as well as caused binge-watching to increase and social media to become ever more present.
A piece of mail says that the company who sent it to you cares. This flyer, letter, booklet, or postcard-sized coupon has your client’s name on it. You as a company can tailor it to something that your client might actually want. You can romance the potential client into wanting to know more about your company and product.
It can also incorporate modern technology. The use of things like QR codes, personalized URLs, or even a recorded voice message are all methods for attracting people to learn more. Bridging the gap between the physical and digital worlds.
With something tangible and physical to hold, you can put it up on the fridge or on the coffee table to read again later. Does not matter if it is a coupon for money off a food order, or a flyer for your local hardware store, physical contact with the ad helps the person to retain the message given on the flyer and will be easier to return to later. The sensory experience that this gives to a potential client can be the game changer when looking to take on new business.
The Lasting Benefits to You as a Company
Direct mail is proving to have lasting benefits to you as a company.
It helps to create brand awareness, by putting your company literally in the hands of your clients. Recipients can see and feel the company colours, read about the product in a brief summary, and keep your content in the forefront of their minds, allowing them to recall you easier at a later date.
You can increase your return on investment (ROI) with direct mail marketing. It can sometimes be costly to do a direct mail campaign, but in the long run, it helps to convert more clients from leads to sales, and therefore outweighs the costs.
As mail goes into people’s mailboxes, it has the potential to reach more than just your desired target audience. Every member of the household will see it, so you have the ability to reach all age groups which instantly increases your potential for a conversion.
It is important to remember that you will need to keep on top of the direct mail schedules. If you are not consistent, then you can lose a client, as well as money. Dedication will help to see better results faster.
Direct Mail and Technology
The two can be easily integrated with each other, saving you time and money, while helping you expand and reach your target audience.
You can have a program in place that finds your leads, and generates lists of potential clients that you can reach out to. It verifies addresses, names, and other information.
Another program generates QR codes with personalized URLs or records a message on hundreds of small chips that, like the kind found in musical birthday cards when played, give the customer a warm feeling that you see them as a person and not just a statistic or something else.
This technology can then create the mail piece, apply the QR code or message chip, and when used in partnership with a direct mail advertising service based in Toronto, your piece will stand out and be remembered.
It can also be easily tracked and therefore you can set your KPIs towards it. This allows you to see how the mail shot is performing. This will be a benefit when you look at how to adjust your strategy, make changes to your target audience or review your sales performances on a monthly, quarterly, or yearly basis.
Take the Market by Storm
Direct mail marketing has no real competitors as the majority of companies advertise on social media. Therefore you can make your company stand out by using both old tried and tested methods with new technology for the ultimate marketing strategy.
Show off your creative flare, encourage client interaction and capture your target audience’s imagination with something unique for both you and them.