The digital world has transformed the way we live our lives. From the wa
y we communicate and do business to how we market our products, everything has changed. Even though digital innovations have invaded almost every aspect of our life, there are a few old-school things that have survived and stuck around. Direct mail is one of them and is still very relevant even in this digital age.
What Is Direct Mail?
Direct mail involves sending out tangible letters to a targeted group of people. These letters are targeted on the basis of multiple ways and are sent to potential buyers. Direct mailing lists are divided on the basis of geography, age, income level, gender, etc.
Direct mail often consists of junk letters, such as brochures and flyers that nobody will read or even open. This happens when your direct mail lacks personalization. However, if you are aware of how to tailor your letter to the specific requirements of a recipient, you can build a successful direct mail campaign.
Simply put, direct mail helps make your business stand out in a world full of digital clutter.
Why Does Direct Mail Work?
You might be wondering that direct mail is a traditional marketing strategy that is probably pointless to use in the digital world. However, the fact is that direct mail is still very relevant and it performs and delivers great results even in the digital age.
Want to know why? Here are a few reasons.
It Makes People Happy
People like getting things in their mail! Seeing a full mailbox can get you all excited and curious. Even though emails have become the preferred choice of communication for most people, it still lacks the personal touch of receiving something tangible, like in a traditional mailbox. Since it’s been established that most people enjoy receiving traditional letters, tailoring these letters to their interests can help extract a positive response.
It Improves Brand Recognition
Direct mail has been around for years. Whether you believe it or not, people tend to respond quite differently to tangible items in comparison to digital ones. In a positive way, of course! Direct mail is far more effective than digital advertising for one main reason – lack of clutter.
People are bombarded with massive amounts of information on digital mediums on a daily basis, causing them to phase out more than half of the marketing message. However, direct mail lacks clutter; it is a marketing medium that is chosen less commonly. Therefore, it can help your business enhance its brand recognition.
It Works Well With Other Marketing Techniques
No business should limit itself to adopting a single marketing strategy. It’s always a good choice to keep your options open. As good of a marketing medium direct mail is, it doesn’t necessarily have to be used on its own. In today’s digital era, you can combine your direct mail campaign with digital marketing to reap maximum benefits. For instance, if you’re sending out direct mail, you can include your social media handles in the call-to-action.
All in all, direct mail is still one of the most relevant marketing mediums in the digital age. You can create a successful direct mail campaign by itself or integrate it with digital marketing to gain additional benefits.