Advantages of Direct Mail
04 Sep 2018
Direct mail is a great form of communication simply because it provides intimate, person-to-person conversation which commands attention by taking advantage of an individual’s habit of reading and responding to mail. We, at Romax, find a huge potential of Direct mail. Let me guide you through this article and explain why.
When should you use direct mail? It can be used for various purposes, such as:
- soliciting new orders,
- generating leads,
- create a positive brand image that will help future sales,
- cross-selling to existing customers,
- building brand loyalty,
- increasing repeat orders,
- reactivating dormant accounts or increasing sales coverage.
Even though nowadays online channels of communication are widely used, direct mail stands out for its great open rate which can easily reach up to 80%. Moreover, this channel of communication is not limited in time or space or format. Direct mail has a wide range of advantages, let me talk about the most important ones.
Every direct mail campaign has great targeting options. You can adjust messages for a specific audience, from loyal customers to new prospects. Thus, customers receive only offers that meet their individual needs or buying habits.
Each letter can contain personalised information. Using the database it is easy to find out customers’ needs by analysing their previous history of purchases. This way we alter the message and it can certainly appeal to each person individually.
Above all, mail is tangible. Since customers are getting mail directly the chances to receive the message is higher. Moreover, when customers receive a physical copy they are more likely to view its content as reliable.
Range of formats
Such a form of communication provides a wide variety of formats, from postcards to leaflets, to catalogues and magazines. We can customise your mail. Therefore, there is no limitation of colour use, paper quality or mail format.
We can easily measure the direct mail. Each mail can contain the traceable code that customers will redeem upon the purchase. Furthermore, the results will be collected and will reveal the success of the campaign.
Direct mail can be cost-effective. The creation of the campaign can be effortless and inexpensive. Moreover, mass mail makes execution of such campaign affordable.
Proven track records
Over time direct mail has proven its efficiency. Because this technique has been used widely and over a long time, the data of successful campaigns prove its potential. According to the DMA, the response rate of direct mail on average is 4.4%, compared to the email response rate of 0.12%. As a result, direct mail offers a negligible cost with a reliable return.
Finally, despite the attention to other marketing channels, direct mail takes an important place in executions of competitive marketing campaigns. And we will be happy to help you create strong mailing campaign for any business purpose.