In the A – Z of Marketing D is for … Direct Mail

In a world dominated by the internet and social media, most businesses seem to forget the power of direct mail. Direct mail is a fantastic form of advertising for new and existing customers; it involves sending advertising straight to the customer usually in hand written and personalised envelopes. Many businesses ignore the use of mail as it now seems slow and unreliable. However, direct mail can be a great way for your business to generate new leads or improve on existing ones.

Direct mail is a powerful tool, here are some reasons why you should include it in your marketing plan:

• You know where it’s going. When you have a guaranteed home address you can be sure your mail is getting to where you want it to go. If your mail is posted in a hand written envelope people are much more likely to open it.

• News that actually interests them. You can be sure that people opening your mail will read it and will find it useful. I am always receiving pizza menus for a well known branch offering free delivery, yet when I call to order they don’t deliver to my area – a wasted effort!

• Easy to measure.Direct mail is easily tracked. If you ask them to go straight to a specific page on your website, you can see how many people land on it, using Google Analytics. You can offer special offer codes which you can record in your database.

• Be sensory.People love receiving mail. Stimulating their senses can build your brand reputation, entertain and encourage customers to get in touch.

• Easy to keep.Direct mail is great for keeping around the house, pinned on notice boards, kept by the phone or computer. People will go away and think about what you are offering and come back to it if they think it’s for them.

• Be creative.Direct mail can be produced in a multitude of ways. Different sizes, colours, textures and materials all add to the wow factor, giving your business a better appeal to customers.

Direct mail is a great way to interact with your current customers and potential ones. Its adds a touch of character to your business and lets people know that you give that personal touch in things you do.

Do you use direct mail in your marketing plan? If not don’t you think you should start?

What experience of direct mail marketing do you have and do you think it works?

Next week E is for? …