Wondering how despite such competition, direct mail is still thriving? Thinking what are the benefits of direct mail advertising that make it still relevant?
Let’s answer your curiosities with these benefits of it:
One of the most important features of direct mail – which makes the method outstanding despite the fierce competition in the advertising landscape – is how cost-effective direct mail is. Plus, it can be automated using the tools and software, saving significant money otherwise wasted on paper, printing supplies, and visits to the post office.
Direct mail has multiple case use applications such as postcards, letters, brochures, flyers. Businesses, depending on the type of products, offers, promotions they want the audience to know about, can design a creative copy for advertising, adding as much information as possible to make sure that the audience is engaged and compelled to take a transactional action. It gives businesses the freedom to customize their advertising mail according to the target audience for maximum profit.
Easy To Measure
It is easy to measure the impact of direct mail, whether it is for one or multiple campaigns. All you need to do is add an eye-catchy call to action that generates urgency like a “limited period offer” or adding an expiry date. This method can work wonders and help you quickly measure the success of your direct mail campaigns. Did you know that a study by Canada Post reported that the number of coupons redeemed through direct advertising was a whopping 52%?
You can also dedicate a phone line to specific campaigns and add a phone number on each mailpiece to check which campaign is performing better. This strategy can further help you make a more infrared decision when creating direct mail campaigns, going ahead that will maximize the possibility of profitability.
Direct mail campaigns can be highly individualized. Every campaign should have a particular objective that serves a specific group of audience. Personalized mail makes the target audience feel more valued, and it emotionally appeals to them, which affects their purchase decision or their decision to begin or continue with your brand.
According to Canada Post, direct mail convinced 65% of the people to make a purchase. When you have defined these two factors, you can create a highly targeted campaign that will drive more awareness, leads, and engagement.
Before you think about how this is an advantage, look back at the competition and similar techniques that every business is following. Direct mail is becoming less common, which you can leverage to gain a competitive advantage over your competitors. Unlike emails that often found themselves in the spam folder, direct mail will reach the mailbox and be read by the target audience.
Being less common but highly targeted exponentially increases the response rate of the direct mail campaign. Furthermore, being tangible makes it easy for your consumer to open and read whenever they want to, which gives them an upper hand over their digital counterparts.
Even though direct mail advertising is highly effective, we cannot overlook why it became less common. It involves extensive manual work, which makes it prone to errors and is also a time-consuming task. Furthermore, it can be challenging to predict how long it will take for the team to get the mail designed, printed, and sent. And these steps again depend on a lot of internal factors. That’s why you should switch to a solution that we at PostGrid offer with our direct mail automation API to manage everything from one place and few clicks.