As email boxes become more crowded, a growing number of industries are finding success with direct mail. In this video, learn about the best uses for direct mail.
- With the prevalence and effectiveness of digital advertising, it's easy to discount direct mail as antiquated and ineffective, but that's just not true. According to the DMA report, direct mail campaigns equal or exceed 50% of the marketing investment for many key industries, such as banks and credit unions, consumer packaged goods, retail, travel, and publishing. Now this investment is expected to continue to climb. Consumers are spending more time interacting with direct mail. Email inboxes are crowded, but mailboxes are less so. With that said, direct mail is moderately expensive, and you'll be paying for the entire campaign upfront as opposed to spreading the costs out over each month, as you might with pay-per-click ads. However, direct mail still promotes a strong ROI. Social media ads have a median ROI of 30%, which is on par with that of direct mail ads. Now direct mail can be a simple postcard, a promotional item within an envelope, or a direct response long-form sales letter. And there's a lot of great use cases. Direct mail doesn't have to be used solely to identify new customers. You can send mailers to reconnect with lapsed customers. In fact, you can supplement digital abandonment campaigns with offline abandonment campaigns. Now just because a customer hasn't returned doesn't mean they've lost interest. They might just need to be reminded of your business or given an offer that is enticing enough for them to reconnect. You can also target prospects. Perhaps you had leads that have expressed interest in purchasing, but aren't there yet. A simple letter can go a long way to pushing that prospect into becoming your newest customer. Consider contacting your existing customer list as well. Keep them aware of your product and services, new changes to your business, or upcoming offers. Direct mail also comes in different formats. You can send a classic standalone direct mail piece such as a postcard, catalog, or a long-form sales letter, or you can send co-branded direct mail, where your offer is grouped with other advertisers, often as inserts in an envelope. Anyway, these are just a few ideas for you to consider, but as you can see, there's plenty of opportunity to communicate with many different target audiences using direct mail.
- Identify the pros and cons of offline marketing.
- Recognize the fundamentals of audience development in offline marketing.
- Recognize how to break down expenses when setting up an offline marketing budget.
- Explore the elements of using direct mail in offline marketing.
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- Identify the pros and cons of using print advertising in offline marketing.
- Break down the benefits of television and radio advertising.
- Explore the fundamentals of using promotions in offline marketing.