Why Is It a Great Idea to Use Direct Mail Marketing Services?
Your company is looking for something new in marketing, but the ideas you’ve worked on together feel underwhelming. You want to expand your company’s reach and get your message out to more people in a way that is sure to surprise them and leave a lasting impression. Why not showcase your brand with direct mail?
Direct mail can cover everything from catalogs and brochures to postcards and coupons. These tactile items, meaning things you touch, are a great way to get potential customers to engage with your brand and get a feel for what you’re offering them. At The H&H Group, we understand the value of physically printed promotional materials and what they can do for any business, regardless of your size. If you’re still unsure if direct mail is right for your business, keep reading!
What is Direct Mail Marketing?
Direct mail is a method of advertising or marketing that reaches your target audience directly through their mail. Mail advertising is highly effective and affordable for growing brand awareness, as it goes directly to your potential customer. It also skips over an aspect of digital marketing—targeting a much larger audience just to see what sticks. Instead, it focuses on a group of people you already know who have interacted with your brand somehow. So, this isn’t just “spray and pray” mailing. It’s mailing to prospects that you have specifically defined by things like household income, location, number of kids, age of their house, or many other demographics options.
Why Should I Utilize Direct Mail?
Direct mail has a long history of making an impact directly on the consumer. With evidence that there’s been direct mail since the ancient Egyptians, it’s accurate to say that people have been using this tried-and-true method of marketing on one another for thousands of years. And with the invention of the printing press by Johannes Gutenberg in 1440, direct mailers were much easier to make and distribute.
Have you ever heard of the Sears catalog? This catalog is perhaps one of the most famous instances of direct mailing. It spread the Sears brand across the country and globally, encouraging international shoppers to conveniently shop for the “finer things” in life.
By the year 1896, the catalog was over 500 pages! And while Sears no longer prints its catalog today, having discontinued it entirely in 1993, this incredible marketing campaign’s legend continues today.
It’s refreshing and novel for customers to receive physical mail in today’s advertising market, where digital ads saturate every other moment of our lives. Whether on social media, the internet, or television, digital ads are so common and frequent that you likely view hundreds of advertisements daily without registering them.
That disinterest in all the digital marketing we encounter lowers the response rate to such campaigns. Holding a physical piece of mail can be what your brand needs to wade through all those digital advertisements and create a powerful connection to your company for your potential customer. It might help boost your response rate as well!
Establish Trust with Potential Customers
Online marketing is widespread and straightforward to implement, but many people are wary of the trustworthiness of online marketing campaigns. When opening an email or clicking on an ad on social media, there is always the risk of falling victim to a phishing scam or inputting your information into a form that isn’t for a legitimate business. People today are much more hesitant about where they share their information.
Direct mail allows you to showcase that your brand is legitimate and that what you offer is a tangible, real thing. A physical advertisement that the potential customer can hold in their hands is much more trustworthy than an email that reads a bit scammy.
Some methods of advertising target a large group, but if you want to be more discerning in whom you are targeting, direct mailing is the way to go. You can run tests to determine your ideal audience with direct mailing and then target only those people in future direct mail campaigns.
Long Lasting Messaging
Whereas an email or digital advertisement might only flash on a user’s screen for a few seconds, a physical piece of mail lasts much longer. A person can revisit a piece of mail several times before it’s disposed of in the recycling. You might find direct mail pieces under a magnet on the fridge or a coffee table, just waiting to be picked up again. People are especially likely to keep your marketing materials if they offer a coupon or other deal exclusive to the mail.
Helpful as a multi-channel marketing strategy
Combining direct mail with other marketing methods can increase brand awareness and help persuade more people to act on your call to action. For example, if you send out a direct mailer and follow it up with an email, the viewer is much more likely to interact with the email because they recognize the brand and might want to revisit your offer. The same is true in the opposite scenario, where you send an email and follow it up with an exclusive offer on a physical mail piece.
It’s Easy to Get Started
Direct mailing services don’t have to be complicated. They are easy to start with and require little effort, primarily when working with a full-service marketing services company like The H&H Group. All you need to do is get in touch with us, and we can talk it through with you and then take care of the rest!
We have extensive knowledge of the postal codes and requirements, which makes mailing out your marketing materials much more straightforward than if you would try to mail them out yourself. Moreover, our folks can help you pin down those prospects so your mail is getting into the hands of the people you know will buy from you!
I Want to Utilize Direct Mail Marketing Services, but I Don’t Know Where to Start
If your business is interested in all the benefits offered by direct mail but have questions about how to get started, The H&H Group can help. We can take care of everything from dynamic, variable data printing to postal code regulations, so you don’t have to worry about any aspect of your direct mail marketing campaign. Get in touch with us today to get started!