In today’s technology-dominated world, the idea of sending
mail through post is laughable, and using it as a marketing tool even more so.
After all, why would anyone use this archaic system when virtually every person
can be contacted through email, social media, or even text messages? Direct
mail marketing sounds like a waste of time and money then. But that isn’t
really the case.
Contrary to popular belief, direct mail can be leveraged for
increasing sales for your business. Non-profits and grocery retailers, in
particular, find direct mail to be a far more effective marketing tool as
compared to emails. And there's no reason why businesses in other sectors can't
leverage it to their benefit. Here are four reasons why marketers should use
direct mail to gain customers:
There's no such thing as mailbox overload
While email might be better to connect with people when
compared to social media, inboxes are extremely crowded these days. Around 99
consumer emails were sent/received each day last year which makes grabbing a
person’s attention in their inbox a difficult task. Mailboxes, on the other
hand, are free from clutter and people tend to read every piece of mail they
receive in the post. Also, the chances of your competitors using direct mail as
a marketing tool are pretty slim. Which means that your marketing mails will be
looked at — something that can’t be said for any other marketing channel.
It's trustworthy
People are becoming aware of the proactive advertising and
marketing they’re subjected to on the internet. With advances in information
tracking being used for personalised advertising, people no longer trust, for
good reason, everything they read on the internet. Clickbait and suspicious
links drastically reduce the effectiveness of marketing emails — a problem that
doesn’t exist with mail that arrives by post. In this scenario, power lies in
the hand of the individual and not the business. They can choose what to do and
what not to do. There are no prompts like ‘sign-up to avail this offer’ which
arouse suspicion. This automatically increases the level of trust in those you
are marketing to.
It benefits from better targeting
As every marketer knows, advertisements are only effective
when they’re shown to the right people. Advertise to people who don’t care
about, or those who won’t benefit from, your product and you’ve just wasted
your precious marketing budget. While email lists are improving, direct mail
list vendors have been compiling their databases for decades. A fact that you
can leverage to contact the most promising prospects through a channel they
cannot ignore. You can also make use of your house list to entice previous
customers into making another purchase.
It's not as expensive as it seems
While the production cost of direct mail is undoubtedly high
(printing does tend to be more expensive than creating templates online), it
drives more conversions than PPC and email marketing. This means it has the
lowest cost-per-lead translating to the highest return on investment (ROI)
which is what every marketer ultimately aims for.
Direct mails also give people a break from the screen. A
study found that direct mails require 21 percent less effort to process than
digital media; which translates to improved understanding and memory retention.
With the entire marketing industry fighting it out in the digital sphere, going
old-school with your marketing strategy might just be the way to go.
Article From: yourstory.com
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