Maximise the effectiveness of your marketing with the integration of direct mail
If your last direct mail campaign didn’t work, it’s probably not because the paper you used for your postcard or brochure was too thin, it probably also had nothing to do with the imagery you used on the front.
The fact is that most direct mail activity fails to deliver for one reason – your targeting was all wrong.
Perhaps you made assumptions about your database, or perhaps you bought data without really understanding your audience and what they want. Many firms carry out this sort of research when starting out, but you’d be surprised at how few audit their data on a regular basis.
It’s very difficult to make your marketing content relevant and engaging without a deep understanding of what makes your prospects tick.
The good news is that with today’s sophisticated data profiling and lead generation tools, there’s no reason why you can’t obtain this information and use it to make your direct mail campaign a success.
Direct Mail is still one of the most effective ways to generate new leads and connect with both current and potential customers.
In-depth studies by the Royal Mail into the effect of direct mail show that it makes customers feel more valued than other channels. Not only that, but mail is read, kept in the home, referred back to and shared with others.
This means your marketing mail makes a longer lasting impression than the digital messages that are so often favoured today. As a consumer yourself, we don’t need to tell you how many emails your inbox is bombarded with on a daily basis – why not cut through the noise and ensure your message is seen and read by your ideal customer.
The facts speak for themselves
Adding direct mail or door drops to your marketing mix can increase your ROI by as much as 12%*.
- Mail has a stronger brand recall compared to TV and email
- Direct mail cuts straight through to customers; it’s read, kept and shared with others, making your marketing go further
- Mail makes customers feel more valued
*Royal Mail MarketReach, The Private Life of Mail, pg. 38