Snail mail or traditional direct mail is still a viable solution in a sound marketing strategy. Even though the digital era has decimated the industry with relatively low cost email campaign solutions and the omnipresent social media sites, there are statistics that show that receiving a piece of mail in your mailbox is still very effective:
- A survey of over 1,000 large businesses, across 10 different vertical industries, found that more than 60% of respondents’ campaigns were personalized or segmented. (source: printinthemix.com )
- Direct mail continues to be used heavily, with a 43% share of total local retail advertising. (source: www.biakelsey.com)
- According to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication. (source: www.marketingprofs.com)
- 44% of customers visit a brand’s website after receiving direct-mail marketing. (source: expandedramblings.com)
- 48% of people retain direct mail for future reference. (source: expandedramblings.com)
Combination of traditional and technological
It has been proven that the power of direct mail is the ability to personalize the mailer card, the introduction letter, alongside your offer. Your goal in creating a direct mailer is to generate awareness and sales leads.
Get your potential customer’s attention with creatively designed mailings, but more importantly get them to react! A cost effective method is to send your mailing recipient to a specific landing web page you’ve created, get them to fill out a form, giving them access to a document or offer you highlighted in your mailer, in turn creating a very positive action into a potential sales lead.
Keeping track
Gaining invaluable insight into how many visitors came to your landing pages from the direct printed mailer is a must and really simple. All you do is assign a specific URL on the printed card that is only accessible by someone who types in the address i.e.: yourdomain.com/mailer-xyz. Make it short so that it is easily remembered.
Clutter is still an issue
Over the years it has moved from the postal mailbox to your email inbox, but the challenge is still the same, get your recipient’s attention, get them to react to your creative mailer or email and finally, get a sales lead.
