Direct Mail – A Thing of the Past?
Remember the days when your mailbox was full of “junk mail”? It used to be that businesses sent advertisements, coupons, etc. to your home. These days, companies are saving postage and sending email to your inbox instead. Some companies even let you sign up for text ads to your phone. So, does that mean direct mail advertising is no longer effective? There’s no definitive answer, but I believe there’s still a place for direct marketing. As with all things, it really depends on who your target audience is and what you’re hoping to achieve.
Reaching The Hard To Reach
As prevalent as technology is, not everyone is tethered to their email and social media. Some people may not even use it at all. If your target customer base is not big on technology, direct mail might be the best way to get your brand in front of them.
Take for example, someone who doesn’t use email. Not everyone’s job conducts business over email so email is not built into their daily lives. Social media is a promising platform to advertise on but with Facebook embroiled in so much controversy over privacy and data collection, more and more people are quitting Facebook. There are also some areas where Internet access is not strong or present, so any form of online advertising is probably the least effective. It may seem inconceivable for those of us (myself included) who are tied to our emails 24/7, but there are people in different demographics, locations, industries, etc. who won’t be expose to digital marketing.
In addition, there are a fair amount of people who, while they are plenty tech savvy and have plenty of access to Internet, they choose to screen aggressively against digital ads. That includes folks who quit Facebook, who set up high filters for spam on their email programs, etc.
For some audiences, physical mail may still be the best way to reach them!
Digital Marketing Not a Silver Bullet
Email programs are making it harder to send advertising and promotions, so even folks who do use email regularly may not see your communications. They are constantly improving their ability to screen out promotions, marketing, junk mail, etc. from “real” email. Even though email is arguably easier, cheaper and faster to get your message out, it may not be seen at all. In fact, it’s easier to dismiss / ignore than direct mailings. The other risk with email is sending it too often because it is so easy and cheap. However, that puts you at risk for being marked as spam – which is akin to the plague in the email marketing world. If you rely on keeping your brand top of mind for your customers year-long, digital marketing can be tough.
Social media feels like an ideal platform to advertise on given how targeted you can be in choosing your audience. It’s a very powerful platform. However, some people are experiencing a lot of fatigue, skepticism and even distrust in social media platforms. Largely, the concern is over the precise thing that makes these platforms so ideal for targeted advertising and that is the type and amount of data that is collected about its users.
All-in-all, digital marketing isn’t a silver bullet and in fact, may not even reach your target customer base. That’s where good ol’ fashion direct mail marketing comes in. These days, fewer and fewer companies send physical mail, so one added benefit is there’s less competition in that space. Snail mail can also be a great way to keep your brand top of mind for your customers.
Try mailing things like calendars, pens, magnets, etc. These items are bulky and thus more likely to be opened than a flat letter. They also have a practical use and won’t get immediately thrown away. For a one-time cost, you have on-going marketing throughout the year.
Personal Touch
In a previous article, I wrote about CRMs and how they’re useful for building customer relationships. In particular, having a plan for how to cultivate those relationships is important. Personal interactions (e.g. phone calls, coffees, etc.) are best. As your business grows, it becomes harder for you to personally reach out to all your customers. The personal touch isn’t any less important. However, your time and availability doesn’t scale as your customer base increases.
Now that email is more prevalent than writing letters, getting something through the mail can feel more special and personal. Generic direct mail advertisements can still feel like “junk”, but a personalized piece of mail can actually be something to look forward to.
Tips & Tricks
So, how can you add a personal touch to your customer communications without personally calling or meeting with them all? Here are some basic tips with the ultimate goal being to encourage recipients to not only open the mailing but perhaps even look forward to it!
- Address the envelop and letter to a name and not “Current Resident”.
- Put your unique touch on it. This can be a custom stamp, sticker, custom-designed card, signed note, free sample, etc.
- Give it some bulk. People tend to open envelops that are not only addressed to them by name but suggest that there may be something inside. You’d be surprised what you can fit into a standard envelop and still not have to pay more than standard stamp.
- Add something useful. This can be a physical item — like pens, post-its, etc. It can be information — like real estate statistics, tips & tricks, etc.
- Make it collectible! Including something nice enough to be collectible, means your recipients may even begin to look forward to your direct mail! If you’re a photographer or artist, perhaps it’s a postcard of your art.
- Create your own tradition. If you do an annual mailing, make it something to look forward to!
Tools for the Job
Using a CRM to track important dates to your customers/clients can be very useful for sending things like birthday cards or anniversary cards. Be sure to sign the card to give it that personal touch! In addition, if you happen to know their favorite food or restaurant, gift certificates are a great way to show your customers you care. The more personalized, the more special you’ll make your customers feel even if you can’t deliver these things in person. If you ship products to your customers, signing a short note on the packing invoice is another personal touch that doesn’t cost much time or money. These small gestures show you’re going the extra mile but they don’t cost you much in time or money. Digital gifts (e-cards, gift certificate codes, etc.) seem comparable but they just don’t carry the same impact as getting a real card in the mail.
In Conclusion
There’s still room for direct mail marketing to be effective. How effective it is for you will depend on the audience you’re trying to reach and how useful your mailings are. If you go down the route of direct mail, make it personal and make it special!
DISCLAIMER: The information and advice I offer on this site are from my own experience, understanding and independent research. I don’t receive commissions, affiliate money or any form of incentive for suggesting the services, tools, products that may be mentioned. I encourage you to do your own research, form your own opinions and practice your own strategies. Please share what works with the community.