Why Direct Mail Is the Right Choice for Your Company

February 6, 2023 / Digital Marketing

Direct mail marketing is an effective way to reach customers and grow your business. Even though most marketing channels are digital, there are still many opportunities for your business to take advantage of direct mail’s benefits. Whether you’re using direct mail to boost other marketing efforts or creating a standalone campaign, direct mail can help any business engage with customers and find new prospects. Here are a few reasons why direct mail is the right choice for your company.

The Basics of Direct Mail

Direct mail is one of the easiest marketing channels to learn and implement. It’s also cost-effective and has targeting capabilities. There are different strategies for targeting customers and prospects, like Every Door Direct Mail (EDDM), which allows you to target a specific zip code area. You can also target demographic groups, like age groups or income groups. There are even digital enhancements you can add to your direct mail piece to continue targeting those who received your mail online.

How Direct Mail Resonates

One of the keys to direct mail’s success is its tangibility. A physical mail piece stands out because it has a long shelf life and is easily shared. The personable nature of direct mail offers your company a chance to build brand loyalty. Physical mail in the home is a huge factor in the consumer decision-making process. Even in cases where recipients don’t respond to you, direct mail can still help boost recall power.

Direct Mail is Evergreen

Direct mail is effective any time of the year. There’s always an opportunity to leverage any seasonal event, holiday, or service specific to a certain time of year with direct mail. You can even keep a print campaign running all year long, allowing you to map out your marketing strategy well in advance and gain valuable insight into the behavior of your customers and prospects during different times of the year.

Direct Mail Strengthens Your Digital Marketing

Boost your digital marketing campaigns and initiatives by using direct mail. You can use it as a follow-up to an email campaign or a way to extend your reach to people who spend less time engaged online. You can also lead with direct mail, sending out materials that invite customers and prospects to follow your social media pages or engage with your company on a different platform through digital enhancements and then track that activity. The combination of direct mail and digital marketing also increases awareness and recall power more effectively when they work together.

Direct Mail Ideas to Consider

Direct mail can be used for a variety of business initiatives. Keeping people informed on upcoming events, product sales, or company updates like new service offerings or location changes will keep recipients engaged. You can also use direct mail to send product samples to prospects, making your marketing pieces more personalized. Also, consider hiring opportunities and customer appreciation initiatives like job fairs and exclusive customer discounts.

Cost of a Direct Mail Campaign

The cost of a direct mail campaign can vary depending on the specifics of a given project. Consider the complexity of your design and the time it’ll take to complete. Direct mail, like postcards, comes in a few different sizes, which impacts the design parameters of your piece. Also, consider your mailing list; the cost of your list depends on how targeted it is. The biggest cost usually is related to postage, which is impacted by the size of your piece, quantity, and the speed you want it to go out.

Direct mail is a versatile marketing option that can work for any business. Adding a direct mail campaign to your marketing strategy will help you engage customers and reach prospects any time of the year. Best of all, we can take care of your entire campaign for you. Our team of experts will walk you through the process and help design, create, produce, and mail a direct mail piece that will increase brand awareness and extend your reach. Contact us to get started now and have your direct mail campaign ready for spring.