Does Direct Mail Still Work?

As digital advertising has taken over, direct mail remains a great way to reach a targeted audience with creative and memorable messaging. Unlike email, which can be easily overlooked and subject to ‘email fatigue’, direct mail lands where customers see it - in their mailboxes or on their desks and fridges.



Direct mail can be incredibly personal and highly targeted using data from your existing customer comms and/or purchased data lists. In addition to standard demographics and purchase behaviour, your mailing list can be sorted by birthday, profession, shopping preferences and much more, allowing for messages to talk directly to the recipient rather than a broad mass audience.

Providing you’re careful not to overdo it, direct mail is a great way to engage with current and potential customers. For example, Hell Pizza personalised fortune cookies with darkly humorous lines such as decade-old expiration dates and joke calls for help, which made them stand out from their competitors.

Another plus point is that compared to other marketing channels, direct mail can be more straightforward to implement. There are no complex bidding strategies to review, keywords to exclude or placements to research, and the amount of components required is significantly lower. However, if you’re not used to handling physical collateral and postal services it might be best to work with a partner that specialises in the area.

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