Four Reasons Direct Mail Still Matters
All those holiday cards that flood mailboxes every December should give you an indication that traditional mail is still a viable way to connect with people. While snail mail may not have the impact of television or the excitement of the latest social media network, there are good reasons why integrated marketers continue to choose direct mail to make a lasting impression.
You Can Touch It
Mailings have dimension. They can stretch, open, make noise, or contain a surprise inside. Odd mail shapes get attention and stand out from the pack. Bulky or “lumpy” mail also gets noticed since it looks like it’s hiding something of value inside.
Send a Sample or Video
What better way to get your product into the hands of prospective customers than to send them a sample or trial right to their doorstep? If it’s a service, solution or something you are unable to mail, how about a fun and creative USB jump drive with a video and a call to action at the end?
If you send a memorable, entertaining mailer, it will often get saved, sometimes for months after a campaign ends, or even longer. Include a special offer or a tear-out coupon to give your audience a reason to save your message. People will hang on to interesting, relevant direct mail pieces and remember who sent it when your services are needed.
Make it easy for recipients to respond to your mailer by including a postage-paid reply card, paid reply card, pre-stamped envelope, personalized URL or toll free number. Test your messages by surveying your audience—ask what makes them want to respond. There’s no better way to find out what customers want than to come right out and ask them, as long as you make it easy for them to reply.