Direct Mail has stood the test of time.. and in these strange working from home / lockdown times it’s ever more useful. Whether it’s communicating and motivating your staff, or grabbing your customer’s attention. Direct Mail in 2021 is the key to making your business work well.
It’s nothing new, direct mail has been around for absolutely years… why…? Because it works. Plain and simple. Now I’m not saying if you don’t use direct mail your business will fail. It won’t. But, you’re definitely leaving money on the table by not utilising this key marketing pillar.
In this time of digital overload, prospects/customers/staff are being overwhelmed by information everywhere… phones, watches, computers, portals, dots, it’s everywhere. How can you expect to be seen in this field of messages? But, by using direct mail you’re giving your prospects something tangible, something real.
Here are some figures for you:The average direct mail piece now stays in homes for 8.1 days Click To Tweet Action from direct mail has grown by 47%. Purchases have grown by 19% Click To Tweet
Speaking of the growth of purchases or actions from Direct Mail. There was a rise of 33% in the effect direct mail had on people visiting the brand’s website as a result of receiving the mail piece.
So, what can you do if you’ve never stepped into the world of Direct Mail? The first, most important thing you need to do is make sure your database is up to date. This is your most important asset and you don’t want to be wasting money on sending direct mail to old/bad data.
Once you’re sure your data is ready, your marketing plan should give you a good source of your ideal campaign to use, maybe you have a new product launching or a new service. These are ideal areas of interest for your customers and you should be informing them of these changes.
A simple direct mail piece can simply be a single piece posted through the customer’s door. Keep it simple, keep it effective and don’t forget your call to action.
IMPORTANT! Please be aware that to be compliant with GDPR, you’ll need to be able to prove that your recipients are receiving your mail through agreement or justified legitimate interest. What does this mean? Well, if you’re sending to a residential address and your contact is someone that has purchased from you or physically opted in to receiving posted mail from you, you’re able to send them your direct mail piece, if they haven’t opted in for ‘direct mail / receiving marketing via post etc’ then you can’t. If you’re a business, you have a little more freedom on the legitimate interest, provided it doesn’t have privacy implications or the contact would be surprised to receive something from you.
Photo Credit: Fast Company