When you’re self-employed, every dollar matters, and marketing can be expensive. However, direct mailers, although often overlooked, remain fairly inexpensive and have one of the best outcomes of any other marketing strategy. A few reasons to consider using direct mailers in your upcoming marketing campaign include:
Targeted Marketing
Email marketing is a great way to reach the masses, but that doesn’t mean that it has any kind of strategy when it comes to who is receiving your marketing pieces. Don’t waste your time or marketing budget sending out hundreds of emails to people who aren’t even relevant to your market. With direct mailers, you can pin point specific households and neighborhoods to receive your marketing. Your mailers are almost always relevant, and your information is more likely to be read because of its relevance.
Highest ROIs
Because direct mail reaches target markets efficiently, they have one of the highest ROIs in the business. This means that your hard earned dollars aren’t being spent blindly. So if you are interested in increased profits (and who isn’t?), use direct mailers to increase your client-base and to save money on marketing efforts. Once you expand, consider utilizing companies like Tension Envelopes and direct marketing services, for economies of scale.
Bypasses the Overstuffed Inbox
Inboxes are loaded with email marketing pieces. Depending on what a person has signed up for, there is a good chance that they receive 12 or more email mailing pieces a day. The amount of email marketing materials sent on a day-to-day basis has actually prompted email platforms like Gmail and Microsoft 365 to create Spam, Clutter, and Promotion folders to alleviate users. Once a marketing material makes it into one of those folders, you can guarantee that it will just be deleted without opening.
Direct mailers have less competition as paper mail has become more of a novelty in the past 5 years. Because connecting through text, phone, and computer has become so readily available, sending a letter or card isn’t as common. The novelty of receiving paper mail alone is enough to get a potential client to look over your mailer. In fact, a 2015 study conducted stated that individuals were more likely to read through the mail they received as soon as they received it, and were likely to do this every day.
High Level of Engagement
Most email marketing pieces are a one-size-fits-all attempt. They look similar, they act similar, and people know what to expect of them. Direct mailers, however, come in differing sizes, shapes, and weight, and offer higher client engagement. When a potential client receives a piece of mail, especially one that is different in size, shape, or weight, they are more likely to open or read it simply because it piques their interest. Also, because information can be customized to specific targeted markets, clients are more likely to feel like they are being spoken to directly, increasing engagement and appreciation.
Direct mailing is one of the most efficient and lucrative marketing products on the market. It trumps email marketing and gives potential consumers the personal touch they want. So the next time you’re strategizing your marketing campaign, factor in direct mailers.
About Carson Derrow
