Dare we discuss a more traditional marketing method in this digital age? Well, the answer is quite simply, YES!!
In an era of social media, email and online marketing where consumers get bombarded with post after post and email after email from companies desperate to grab their attention, consumers are becoming somewhat desensitised. This can result in them becoming less responsive to digital marketing and sometimes ‘creeped out’ by the cookie stalking re-marketing tags that follow you around long after you’ve showed a fleeting interest in a new pair of jeans (that you probably don’t need!).
What about email marketing?
It’s reported that response rates to email marketing is on the decline. Experts day this is due to the sheer volume of email marketing communications consumers are receiving daily. The cause could also be the filtering tools the likes of GMail and Hotmail have implemented such as ‘promotional’ tabs and, of course, the dreaded ‘Junk’ folder! Now, we’re not suggesting you give up on far reaching and low cost email marketing all together, but businesses certainly need to become more innovative in what they send out to existing and potential clients. You need a strategy that firstly catches their attention and secondly, engages them – two attributes effective direct mail instantly has!
We now receive far less postal mail than we once did, which is not only great for the environment, but also a great opportunity for marketers. But fear not, the environment can still be saved by opting for recycled print! Direct mail is a tangible marketing tool that has a level of guarantee that the intended recipient will receive and engage with your marketing message. Bulky or eye-catching mail, finished with the right messaging, will have far more impact than any form of digital marketing. In fact, recent research conducted by Royal Mail supported this, stating that 60% of people say direct mail kept brands on top of their mind over others.
Multi-touch marketing campaigns
Still not convinced? Why not try out an integrated campaign that involves the best of both worlds: sending direct mail that encourages recipients to respond on social media or encourage recipients to register details online to gain a discount code or win a prize. The IPA Meta-Analysis Databank have concluded that marketing campaigns including multi-channel activity, specifically including direct mail, drove market share growth with three times more efficiency than campaigns without direct mail. So, you really have nothing to loose and here’s even more reasons why:
- Multiple formats will suit any campaign topic
- More simple analytics
- Greater return on investment
- A large amount of UK based research to support direct mails success rate
- It’s more user friendly than digital marketing
If you’d like to look into sending out a direct mail campaign of any kind but could do with some help or just a spark of inspiration, get in touch for a no obligation chat!
