In an increasingly digital world, marketers are finding more and more ways to connect with potential customers through online channels. But you shouldn't ignore the power of direct mail marketing to catch a reader's eye and hold their attention. As digital media demands more and more of our attention, the contrast of a physical, personalised object is powerful.
According to a 2016 survey by InfoTrends, consumers open 66 per cent of their direct mail, and more than two thirds of those surveyed said they opened it with the same or more frequency than email. So how can you use direct mail to compete with online marketing? Here are three tips to making the most of this analogue channel in the digital age.
1. Make the most of the science of marketing
There's an element of art to marketing, but there's also a very real scientific component. Responses can be measured, data can be analysed, and success can be predicted when you have enough information. Entrepreneur John Bowen writes for Huffington Post that there are rules about what marketing works or doesn't for particular demographics. Do your research about your target market, and record which of your past campaigns have hit the mark or not. Something as simple as a colour choice might be the difference between success and failure.
Use direct mail and online media to compliment each other in your campaign.
2. Your direct mail and online marketing can work together
Although we talked about direct mail competing with online marketing, that's not to say that the two options are mutually exclusive. Use direct mail and online media to compliment each other in your campaign, so that you can enjoy the benefits of both platforms. Writing for Forbes, American direct marketing agency Eye/Comm's CEO, Summer Gould, suggests that you make sure your mailer includes a URL or QR code that takes potential customers to your online presence, and consider making specific, personalised landing pages for them to find when they arrive.
3. Use quality mailing lists
Doing your research and aligning your channels can only take you so far. As Craig Simpson, owner of marketing firm Simpson Direct, Inc. writes for Entrepreneur Magazine, it doesn't matter how good your marketing material is if it never makes it to the intended audience. You need to make sure your mailing list is up-to-date and targeted to your desired audience. The best way is to go with a professional list broker who can do this work for you, and that's where we come in.
The Prospect Shop offers an extensive range of specialised, curated mailing lists for both B2B and B2C campaigns. Get in touch today to discuss how we can help you with your next direct mail project.