Whether they utilize social media, mobile phones, or TVs, marketing tactics are always evolving. However, ‘old-school’ direct mail marketing still produces the best results when it comes to retaining customers, increasing brand awareness, and boosting sales.
Direct mail marketing can be any physical promotional material sent via direct mail Canada to potential and current customers – whether it’s shared mailers, catalogs, or postcards.
While the digital age has opened up exciting new ways to reach customers, the tried-and-true direct mail marketing method is still superior.
Read on to learn about four benefits of direct mail marketing for your business.
1. Performance Can Be Measured Easily
While most agree that online marketing comes with impressive analytics tools, direct mail marketing is still a highly trackable form of advertising.
There are many ways to track direct mail marketing and measure its performance. Some techniques include addressing matchbacks, allocating a specific phone number for the campaign, and offering direct mail marketing-only discounts.
Address matchbacks are one of the most accurate ways to measure your campaign’s performance. This can be done by comparing the recipient list with the transaction addresses and tracking the purchases back to mailers.
A clever way to determine the success of a direct mail marketing campaign is by allocating a specific phone number. This way, you can have access to data about the effectiveness of your direct marketing strategy.
Offering exclusive, direct mail-marketing–only discounts and coupons is another way to measure your campaign’s performance. Exclusive offers for mail recipients will not only prompt customers to respond; they will also give you valuable insights into how customers react to your marketing strategy.
2. Secure and User-Friendly
While organizations have access to technology that allows them to contact their customers in more ways than ever before, direct mail marketing is a tried-and-true approach.
Because direct mail is an older form of advertising, it is unaffected by most of the drawbacks in today’s digital marketing era.
The majority of customers – especially seniors and people who are suspicious of technology – perceive direct mail as more reliable and less intrusive. Because these people are familiar with direct mail marketing, they also tend to trust mail-order advertisements more than online or TV ads.
3. Excellent Response Rates
Although direct mail marketing is an older form of advertising, it is still highly effective. Among all marketing strategies, direct mail continues to get the most responses. Direct mail can also be customized, increasing response rates by 10.
In marketing, gauging the response is essential. Once you’ve determined the response rate, you can create and manage a direct mail campaign to help you make headway in online advertising channels – and convert potential customers into loyal clients.
4. Personalized, Data-Driven Marketing
Direct mail marketing provides many options for personalization, which is what makes it so effective. Organizations that leverage consumer data to target specific demographics have a huge advantage.
Consumer data – like gender, age, profession, revenue, location, and buying habits – will allow you to predict how consumers will view and interact with your brand.
With direct mail marketing and consumer data, you can target the right audience and increase your sales. With the technology available today, you have access to more consumer data than ever before – making it easier to personalize your adverts automatically and reach your target audience in a meaningful way.