Direct mail is addressed advertising sent to a named person. It’s a uniquely powerful tool for developing relationships with customers who want to hear from you, because it physically and personally connects your brand with your audience. It literally puts your message into customers’ hands – and makes it relevant to them.
Direct mail has long been a proven and cost-effective channel for communicating successfully with customers. And with consumers being exposed to hundreds of messages every day, it is one of the few channels that cuts through effectively. Because it’s tangible – picked up and handled by a customer – direct mail is a channel that is remembered. In fact, 94% of advertising mail is engaged with and only 6% is discarded or unopened.* When it comes to recall, mail is remembered 35% more than social media and 49% more than email marketing.†
Each letter can contain personalised information. Using the database it is easy to find out customers’ needs by analysing their previous history of purchases. This allows you to alter the message and creative to each person individually.
Every direct mail campaign has great targeting options. You can adjust messages for a specific audience, from loyal customers to new prospects. Thus, customers receive only offers that meet their individual needs or buying habits.
Identify people who have bought similar products to yours, find people who have a particular interest or behaviours, and use profiled data like Mosaic and Acorn to target specific demographics.
Maintain physical connection to turn buyers into repeat customers of existing and new product and services. Print creates a much longer-lasting impression when compared to digital marketing strategies.
Traditionally used by retailers to drive local traffic, direct mail can target by specific drive time around particular retail outlets.
As part of a multi-channel campaign, direct mail can be used to drive a response and often converts prospects into buyers online.
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