In an age where most marketing materials are digitized, direct mail marketing might seem like an afterthought. However, when done right, your business can still benefit from creative direct mail marketing ideas. There are several advantages in offline marketing that online marketing doesn’t have. So, don’t dismiss those brochures, catalogs, postcards, and letters yet. Direct mail marketing is still effective, and here’s why:
Advantages of direct mail marketing
Receiving promotional materials through mail is still much more convenient for some of your customers. It doesn’t require the internet or an electronic device to get one. They can simply open their mail and easily read these materials. A study conducted by the Canada Post Corporation shows that direct mail requires less cognitive effort to process than an email.
When your inbox is full of emails from different brand promotions, it’s easier to leave them unread. Some emails even go directly to the spam folder unless you take the time to check them. However, with direct mail, your promotional materials are more memorable, especially if it triggers more than the sense of touch. It’s easier to remember an ad that you physically held and read than something you just happened to scroll over. For effective ideas to do this, you can check here.
3. More response rate
Direct mails also elicit more responses than emails. If your promotional material invokes curiosity, grabs attention, or encourages interaction, it’s more likely to be effective. In fact, the Direct Marketing Association (DMA) found out that direct mail marketing has a 4.4% response rate, whereas email marketing only garnered 0.12%.
5 creative direct marketing ideas
Use 3D design
Who says that you have to send a letter or a postcard all the time? Once in a while, give your customer a promotional material using a 3-dimensional design. A box in a unique shape will most likely pique their attention and receive a response.
Don’t make it seem like you just stuck a generic promotional material in their mailbox. Customers love it when objects are personalized for them because it makes them feel important and remembered. Include their name or send something on their birthday. This is one of the direct mail marketing ideas that’s proven to work well.
Offline marketing doesn’t have to be exclusively out of the Internet. You might ask, “How can I get people to visit my site through direct mail?” The good news is, it’s not impossible. Incorporate the use of technology to your direct mail to make it more interactive. For example, print a quick response (QR) code of their personalized URL so they can easily navigate to the website without having to type the URL manually.
Using oversized envelopes has been proven to receive more response according to a study by the DMA. Additionally, chunky mail envelopes also get the same response. The reason behind this is that big and lumpy envelopes can easily catch a customer’s attention and make them curious. It’s basically holding up a sign that says ‘see here!’
What’s one thing that customers love receiving in the mail? Freebies and giveaways! Giving them a gift once in a while can entice them to patronize your business. You can also include discount coupons and special offers exclusive to their mailing list.
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