Posted By Seamus Barton
Why Direct Mail Is More Valuable To Advertisers Than Ever
Before the internet, advertisers used strategies that would be seen by as many eyes as possible. For example, in newspapers, and at baseball games. However, the most direct message has always been delivered through the mail.
Today, data is readily available and marketers can create targeted campaigns to find new customers. The high cost of mass distribution of mail in earlier times may seem irrational, but it worked. Today, with targeted mailing lists based on several factors, advertisers are able to reach their audience on a personal level. In fact, it’s cost-effective and has a higher ROI than you would expect.
Direct mail is an underutilized marketing channel
Sending emails and engaging with customers on social media is cheap and relatively easy. Now that all marketers apply this strategy, personalization is expected. Consumers are being bombarded with advertising messages, and are flagging or labelling anything that seems irrelevant as spam — immediately ending the chance at building a relationship.
The best marketers are leveraging the reduced popularity of direct mail to reach and engage with their audience on an intimate level. It’s also more impactful in generating brand awareness. Marketers can then take advantage of the brand familiarity to cut through the noise of email and social media marketing to continue engaging online.
A winning direct mail campaign
Of course, mail advertisers are only effective if the direct mail reaches the intended audience for the highest open rate. To prevent your mail from being tossed in the trash, it’s recommended that you:
- Add volume to your piece of mail
Thick mail has a higher chance of being opened than thin mail because recipients fear they may be throwing away something valuable.
- Use an unusual or bright envelope
Consider using different sizes, and a coloured or textured envelope that stands out from the rest of the pile.
Mail that arrives at the end of the week is more likely to be opened compared to those that arrive at the beginning of the week. This is due to recipients being more patient when sorting through the mail over the weekend.