What About the Other Arrows in the Quiver, Mr. Hood?
As you know, dbc is a marketing company that supports all aspects of Denver-area businesses marketing efforts. We focus a lot of our time supporting Inbound Marketing strategies for our clients.
But, in these days of website banner ads, Google AdWords, Facebook Ads and Internet-based marketing options, we’ve noticed that some long-established, but “un-sexy” marketing methods may have been over-looked recently to the possible detriment of the savvy marketer.
Direct mail isn’t always thought of as a valuable contribution to a company’s digital marketing campaigns, but if used correctly, this method can not only be a viable advertising avenue, but also contribute to the business’s online advertising success.
Direct mail can add value that is often overlooked by business owners. There are some general rules about direct mail marketing that marketers need to keep in mind to keep their pieces from being thrown away, but if the guidelines are followed, these pieces can provide benefits that aren’t available to Internet-only marketers.
Best Practices
Direct mail marketing works best when it’s highly targeted and ties into a complete marketing campaign. Fortunately, those are two things direct-mail does very well. There are some great suggestions in the market for direct mail marketing, but the primary advantage is that direct mail allows its clients to tailor the pieces to specific demographics in local communities.
For instance, new advances in technology allow businesses to adjust their design and copy to match different target audiences in the same print run. Providing a clear “call to action” as well as pointing the recipients to the marketers’ website and social media accounts gives the recipient a clear direction in which to proceed. Businesses that utilize direct mail marketing are always collecting information on the parts of their campaigns that do best and are always adjusting their strategy to improve response rates.
Benefits
- If used properly, direct mail marketing campaigns can last anywhere from several months to a year or more, keeping your former and potential customers informed and encouraging them to engage with the you.
- Reconnecting with past customers allows a business to provide coupons or updates on additional services and profitable upsells. Contests and promotions can lead to recipients trying out your company’s services for the first time, giving your company the opportunity to generate new, loyal customers.
- Additionally, a physical piece of mail can make an advertising message more tangible for the customer and can include a gift cards that can generate more brand loyalty.
- Direct mail doesn’t get stuck in the “Spam” box. And, if you have targeted your list correctly, your recipients won’t consider your piece to be spam anyway!
- Direct mail marketing campaigns can provide some great benefits to businesses if used properly. Providing a clear message, call to action and tying together all the company’s active marketing campaigns can engage your customers and keep you at top-of-mind.
The possibilities for direct mail marketing are nearly limitless and, when combined with its laser-precise targeting capabilities, can be used to entice new customers or retain current ones.
If you haven’t considered a direct mail campaign lately, now may be the time. Give us a call at (303) 357-5757.
Have we missed any other benefits to direct-mail marketing in this blog? Please add your thoughts!
