Matt Fey, VP Creative Director
In today’s ever-evolving multi-channel world, marketers are often swept up in the frenzy of the next greatest trend. They’re looking ahead to gain the competitive edge. Sometimes though, the best way to look forward is to look back on a tried-and-true method to reach customers and generate response. That method? Direct mail.
You should not overlook or underestimate direct mail as part of your contact strategy. Sadly, direct mail has almost become synonymous with old-fashioned or outdated.
Direct mail doesn’t do what email, websites, social media sites or other channels do. Nor should it. But when used smartly, it can be one of the most effective weapons in your entire marketing arsenal. Here’s why…
- Intrusive
Unlike a website or social media, direct mail is an “active” format. Customers may find their way to your website on their own, but a catalog or a direct mail piece in their mailbox is an intrusive tap on the shoulder that online-only activities don’t allow. In this regard, email shares the intrusive nature of direct mail. However, emails can get overlooked in a crowded inbox, and direct mail won’t get spammed. We’re often conditioned not to open emails from unknown senders for fear of viruses or other technical catastrophes. When done properly, a good direct mail piece will stand out even in a crowded mailbox, grab a customer’s attention and incite them to act. That’s the intrusive nature of direct mail that no other channel can emulate.
- Tactile
There’s something to be said for appealing to the senses. Direct mail delivers a tactile sensation like no other format. You can feel it in your hands. You can hear an envelope or tab tear open. You might even be able to smell it … scratch-and-sniff is a compelling addition. Websites and email cannot compare to this experience. The physical nature forces customers to take note. And if we do our jobs effectively, the piece will excite their interest, encouraging them to spend more time with it. As it lingers in their hands, as their eyes pour over the details, we’re creating a moment they’ll remember, and one that increases the chance of action.
- Variety
Direct mail offers a wealth of other format options beyond even the classic postcard or tri-fold. Too many mailers are not thinking out of the box with format and function. Explore the direct mail formats available to you – work with your creative team and printer to see how you can find an innovative yet effective format. And the more unique the format, the more it will stand out in the mail.
- Measurable
One of the key reasons direct mail endures as a viable channel is that all results can be tracked and measured. We can see how well a mailing performed, and apply those findings to the next effort for even smarter mailings. Even for companies who have difficulty tracking source codes, the use of match-backs can still help you track a mailing’s success and analyze overall results.
- Personalized
Everyone loves to see their name in print. And when it’s cleverly incorporated into a direct mail piece, you’re bound to pique interest. Whether it’s working the recipient’s name into a headline, or calling attention to products they’ve previously purchased, personalization can give your direct mail piece an advantage over the competition in the mailbox. There was a time when personalization was so expensive, that it might cripple the ROI. Today, personalization technology has increased astronomically, even in the print world. Have you checked with your printer lately to see what they can do for you?
- Integrated
Direct mail is an important piece of your contact strategy – one that should never be underestimated. It should not be the only piece of your contact strategy either. Build your mail plan with direct mail as a component, a cog in a larger machine. Use email to pre-announce mailings or to remind customers of an expiring offer. Push traffic to your website for convenient ordering. Tie in social media, using your catalog to promote the online presence. Get creative with integration by creating an offer requiring a tweet response or ask to sign up for an offer online … anything that pushes a response, not just a purchase. Don’t think of it as a “circulation” strategy but as a “contact” strategy. The power of several channels working together has remarkable advantages. One channel should never replace the other, and all channels should work together to form a unified campaign.
What’s Next?
Despite dire prognostications, direct mail isn’t going away. Not yet. The vehicle and the format may be different, but there will always be a need to tap the customer on the shoulder and push them to action. Direct mail remains one of our industry’s most effective tools. Use it!
Matthew Fey will help you maximize your direct mail. Call 913-236-8988 or email mattf@jschmid.com and let’s talk formats.
Tags: analytics, call-to-action, direct mail, direct mail formats, direct mail personalization, direct mail tracking, Matthew Fey
