what types and how to invest in this strategy – WAU

Direct mail is a type of marketing action that consists of an envelope or physical package that a company sends to the address of customers / leads. This communication can aim to inform your target audience about any news or launch or to convince you about the purchase of any product offered by the company.

When a form of marketing becomes saturated, it is necessary to change tactics and innovate in order to stand out from the competition. It happened with many popular forms of dissemination before digital marketing, as we know it, became popular.

A good example of this is direct mail. Although this tactic never ceased to exist, it lost a lot of strength as the digital market grew stronger. But have you heard that the world goes around?

Well, direct mail, which has been forgotten for a long time, may be exactly what you need to reach your customers in a unique way.

See now everything you need to know to include direct mail in your marketing strategy successfully!

What is direct mail?

Direct mail is a type of marketing action that consists of an envelope or physical package that a company sends to the address of customers / leads. This communication can aim to inform your target audience about any news or launch or to convince you about the purchase of any product offered by the company.

Do you know when you receive a letter or package in the mail, which contains a product catalog, a sales letter or a credit card that you never asked for?

In all of these cases, you received a direct mail. So, you can say that it consists of an envelope or physical package that a company sends to the address of customers / leads.

What types of direct mail can you explore?

There are several types of direct mail that you can explore. So get to know each one better and when it makes sense to use them in your strategy:

  • cards: whether to issue a statement, to thank or congratulate a customer, letters are good for telling stories and conveying captivating messages;
  • flyers: pamphlets are often used to generate recognition about a new product, service or event;
  • brochures: with more space than the pamphlet, the brochure can be used for the same purposes, but in a more complete and detailed way;
  • cards: a postcard, discounts, gifts or other type can also be sent to generate value and engage the customer with your company;
  • coupons: the purpose of a coupon is to offer a discount on the use of a product or service. This is very good for encouraging those who are not yet your customer to take the first step;
  • catalogs: Many companies send their complete product catalogs via direct mail. This may make sense to make the initial presentation of products with a higher average ticket, such as cars;
  • packages: many companies send packages with gifts and other varied orders to impress customers. The goal here is to be creative and make an impact.

What are the advantages of using direct mail in your marketing strategy?

At first glance, you may ask yourself: “why use an old form of marketing, which is no longer used due to lack of results?”.

If you’re thinking that, we answer: who said that direct mail is no longer used? What’s more, who said it doesn’t work?

In fact, there are many advantages to using direct mail as part of your plan to attract more customers. See some of them!

1. Has high return on investment

The first advantage may come as a surprise to many, but direct mail does have a high marketing ROI.

And what confirms this is a survey by the Data & Marketing Association, which showed the following: direct mail has a 29% average conversion, just behind social networks and email.

Average ROI, considering direct mailSource: Marketing Charts

Now, compare that performance to ads on Google. Paid search has 23% and ad banners have 16% conversion. The bill is even more advantageous in favor of direct mail!

2. Has little explored potential

Direct mail has not been abandoned entirely, but companies no longer see as much use as they did a few years ago. And it can be good for you.

With high ROI, like the one we saw above, a strategy used by relatively few companies represents little explored potential waiting to bear fruit.

3. Add a personal touch to your marketing

Nowadays, the interactions of many brands with customers are almost 100% digital, and that is not a bad thing. But sending a physical package to your audience can be seen as an unexpected personal touch.

This has everything to strengthen your relationship with your current and potential customers, and convince them to pay more attention to your message.

4. Receives full attention

One of the biggest problems with the internet is that it affects our attention span. It is very common to perform several tasks “at the same time”, and to jump from one activity to another without paying full attention to any of them.

Have you ever stopped to think that, with direct mail, that doesn’t happen? Once the person receives the envelope or package, it will take at least a minute to understand what it is about, without distractions.

If the offer is good, the chances of the person acting on it are greater, because he understood the whole proposal and became interested in it.

5. Can be integrated with a digital strategy

There is no reason to think that using direct mail means abandoning all the good that digital marketing offers. On the contrary, you can integrate this way of reaching your customers in your current online strategy.

Just use QR codes, direct links or a specific hashtag that the person can access, either to get more information, to take action, or to share content with others.

What are the disadvantages of using direct mail?

Of course, some points in direct mail are not that advantageous, and you need to consider each one before proceeding with implementation.

After that, you will be able to know whether it makes sense or not to include direct mail in your marketing plan.

1. Can be discarded immediately

In the same way that your order can be very successful with the public, there is the possibility that many people see that it is not something they asked for and send the package straight to the trash.

2. It’s harder to segment your audience

It is easier to segment your audience with digital actions, as there are very powerful tools to help with this. With direct mail, much of the work will need to be adapted, which does not offer the same precision.

3. Measurement is not as accurate as in 100% digital tactics

The idea that you can’t measure results with direct mail is a myth. But that does not mean that your measurement will be as accurate as it would be if you used a fully digital tactic, such as email marketing.

4. Has a potentially higher cost of implementation

The cost of implementation depends on several factors, but be aware that the more creative and elaborate your direct mail campaign is, the greater the investment required.

One must be careful with the risks in order to recover the investment and maintain sustainable marketing solutions.

How to use direct mail the right way and get good results?

If you are reading this section it is because you have seen that this form of attraction makes sense for your business. But there is still the doubt: after all, how to use direct mail the right way?

It is very important to be careful with quality of your shipments, as this is what determines the difference between a genius marketing action and the old SPAM email. You must do the following.

1. Target your base well

The secret to conversions is in targeting your base. If your choice of recipients is poor, you will suffer losses and still risk irritating the public.

A good option is send a very specific direct mail to those who are already your loyal customer. Over time, once you’ve mastered targeting tools better, you can start expanding to other audiences.

2. Create a campaign with a beginning, middle and end

It is important that you have well defined exactly what you want to achieve from your campaign. Then, from planning, outline your goals and determine:

  • how direct mail should impact the public;
  • what action do you expect from who will receive the suitcase;
  • what means you will use for this (digital or physical);
  • how to measure results;
  • what to do after the campaign ends.

3. Fancy in the production of the material

If your shipping material is of low quality, this is what people will think of your brand: that it is unable to offer good solutions.

Whether you send a simple coupon or send a large package, the principle is the same: choose good paper, quality materials and produce a persuasive copy.

4. Be creative to engage and trigger action

The idea of ​​direct mail is to generate a clear, often immediate, response from those who will receive it. To achieve this, you will need creativity.

Using good old storytelling never hurts. Don’t forget to put Clear CTAs and an appropriate mental trigger to awaken the client to act without delay.

Direct mail is a good marketing option and will never fail to be efficient, provided it is used in the right way.

In fact, it represents a great opportunity for your business: while everyone focuses on other actions, create integrated actions between the physical and digital world. This will delight your customers and make your brand go viral.

And speaking of making your brand better known and spreading your message, there is another strategy you need to know: guerrilla marketing!