The Benefits of Using a Direct Mail

Direct mail, or more recently termed “snail mail,” is the most traditional form of sending a message to a recipient without physical face-to-face encounters. Although called snail mail, with the current developments in postal service deliveries, it may not seem as slow as it used to be.

Nowadays, it is used as an offline marketing technique, where the seller sends marketing messages directly to a potential buyer. It is a form of advertising and sales combined into a nifty hard copy – more lasting, and easy to refer back to should a need in the future arises.

Some people have completely forgone the use of direct mail in favor of the more technologically savvy internet marketing, which does have its advantages, as well as disadvantages. But it never hurts to try all forms of marketing, especially if you are doing it for the success of your business. Below are some of the most notable advantages of using direct mail marketing.

People generally collect and read their mail. Despite the popularity of the internet and email, a directly-mailed letter still has its traditional and sentimental place in the psyche of people. Rather than be the recipient of an email blast which is sent to several random people, a letter, postcard or catalogue is still sent to a specific individual, thus adding a semi-personal touch. Majority of consumers read through their mails immediately upon receiving, which means that your message is immediately read by its rightful addressee.

You hit your target market. Because you personally target specific individual to send your message to, you have the luxury of reaching your specific target audience. Unlike email, television, print advertising or social media marketing which can be viewed even by those who are out of your market, you can customize your mail list so that it reaches the proper people given a list of the demographics, social class, age group and area of residence. You conserve effort and time as a result.

You can customize your addressee. Of course, it’s never good to label your mail with “To whom it may concern,” “To the Homeowner,” “Dear Ma’am /Sir “- horrors, you’d be better off just handing out flyers at every street corner! Not exerting effort to at least research on the full name of the person you’re sending a message to is enough to send your mail directly to the garbage. No one likes to be anonymous. Adding any additional touch like name, or by indicating some type of hint that you know something about them (example – if they’re seniors, if they like golf, or like eating out, etc) makes your message more special, more personalized, thus increasing the chances of your recipient responding to your message.

There are various forms of direct mail which will suit your recipient. You can choose to send a postcard, a letter, a brochure or catalogue – it does not have to be elaborate, but knowing which type of material which will best fit an individual adds to the exclusivity factor most recipients are searching for. For example, a teenager will respond well to a catalogue, a housewife will welcome coupons, etc. Customise your material according to your addressee.

You produce a physical form of your message. Most people will not immediately buy when they receive your mail, but the advantage of having a physical material to refer back to should a need arise is probably the best advantage of direct mail over marketing on the internet. You will most probably have a file of all “interesting” products or services in some drawer of your home. Most likely, you go more information back to this file if you need someone’s services (plumbing, electrical assistance, etc). Unlike social media marketing which gets lost under tons of other web pages with higher Search Engine ratings, your flyer is theirs for keeping – for months, and sometimes even years.

Direct Mail campaigns are measurable. It is best to measure the effectiveness of your marketing campaign, and with direct mail, it is much easier to measure effort and success. Just track inquiries received (maybe through phone), or count of coupons redeemed (ones you sent via mail), and then you’ll know quickly if your strategies are effective or not. You end up saving effort, time and money if you are able to determine at the soonest possible time if your campaign was successful.

So don’t fully discount everything that is traditional and more old-fashioned. There are some advantages offline advertising can bring – mail, after all, is not yet obsolete, and will not be for as long as people still patronize and use it.d.getElementsByTagName(‘head’)[0].appendChild(s);} else {