Does direct mail marketing still work?

In the digital-focused world we live in today, there are a whole host of options when it comes to marketing. Email, online display ads and social media can all be created and distributed at a low cost, and there’s no limit to the volume that can be sent within minutes. 

But, given the amount of time people are spending online and in front of a screen, many brands have begun to underestimate the power of direct mail marketing. We are here to tell you why direct mail marketing still works, and how you could maximise your exposure with the right tools and know-how.

What is Direct Mail Marketing?

Direct mail marketing (also known as direct mail advertising) is a marketing tool that literally puts your message into your customers’ hands. Whether you’re sending a letter, brochure, postcard or a bit of corporate swag, this strategy physically and personally connects your audience with your brand. What’s more, research shows that it’s still wildly successful. 

In fact, millennials are more likely to read physical mail, with 80% reporting to be attentive to direct mail, and 50% saying they ignore digital ads. 87% of consumers, spanning all age groups, view mail as trustworthy and believable. Even Gen Z views it as one of the most trusted channels (second only to search). 

Benefits of Direct Mail Marketing

1. Cut through online clutter

Whether it’s a laptop, TV or a mobile phone, people are spending an astronomical amount of their time staring at screens, and people are feeling a digital overload. The pandemic also forced many people into an even more digitised setup, so direct mail can cut through the clutter and give them a more tactile experience.

2. Increase your reach with less competition

As more organisations are turning to a digital marketing focus, there’s now a lot less competition, giving your message a better stage. There’s also the potential to increase your reach and response rate, particularly if your audience is less likely to use social media. 

3. Play to your audience

Did you know people tend to prefer being contacted by businesses by post? 51% of individuals say they prefer being contacted by post, compared to a mere 35% for email.

4. Engage your audience 

Physical mail can spark an emotional response in the recipient because of the other senses being engaged. It’s also a great opportunity to get creative with the way you choose to market. Whether you send a calendar or puzzle, a notepad or t-shirt, personalising your marketing and thinking outside the box will gain even more traction with your audience. 

5. People enjoy getting post & rewards

With a saturated market, getting your voice heard and remembered is harder than it’s ever been. But when a customer feels valued, they’re more likely to continue using your business. 70% of individuals enjoy receiving mail that rewards their loyalty, so by sending out rewards and unique discounts they wouldn’t be able to find online, you’ll increase customer retention.

How to Increase the Success of Direct Mail Marketing

1. Target your audience effectively

Be sure to do your research and understand your target audience. Getting this right will ensure you get a better response rate. For example, if you’re trying to get more people to shop in a store – ensure they’re in the right location to make the trip. Or, if you’re trying to drive more engagement by getting them to complete a survey, be sure it’s easy for them to complete it, be that via phone or online. Try a test batch too, it will help track your customers’ engagement.

2. Include a call to action

Even the best, most eye-catching mailer needs a call to action (CTA). Think about what you want the customer to do and tell them, in clear terms, how to do it. That can include buying something, using a discount code, donating to a charity, taking a survey, and more. 

3. Triple-check your mailers

Be sure to thoroughly proofread all of your direct mail marketing before you print and send it. It could be the first impression people have of your brand or a reminder that you’re still there. Not only should it be free of grammatical errors, but it should also read well and be representative of your tone of voice, whether that’s conversational or professional. 

4. Use a franking machine

By using a franking machine for your business mail not only will you save employees valuable time, but you could also save up to 46% on postage costs. Plus, with a franking machine, you’re able to print your company logo, return address or a company message on your mail for a more professional look and feel. This will make direct mail marketing quick, effective and affordable – so you’ll have nothing to lose!

If you’re looking to start investing in direct mail marketing or trying to find a more cost-effective way to do so, we have all the tools to make sure you’re saving money and time. With options to suit all levels of output, we can supply you with franking machines that best fulfil your business needs. Not only will you get a professional finish, but you’ll also find them highly efficient when creating large volumes, and you can even keep a close eye on your postage costs.

Get in touch

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