Harness the power of direct mail marketing
Direct mail, when used correctly, has always been an incredibly powerful form of marketing. With the advent of GDPR though, it could be making a bit more of a comeback in 2018. So, how can you harness the power of direct mail marketing?
Firstly, exactly how powerful is it? A study by MarketResearch found that:
- 72% of people get less than three pieces of mail a day. Yet 70% agreed they get too many emails.
- 87% of people said they’ve been influenced to purchase online after receiving direct mail.
- 4 out of 5 people said they had connected with a business after receiving direct mail.
- The average mail is kept in the household for 17 days, and gets shared by 29% of people.
Kit Kat ran an award-winning campaign for their Chunky Kit Kats in London. They created a mailer just like the card postmen leave behind when they’re unable to deliver a package. It claimed that they couldn’t deliver a Kit Kat Chunky because it was ‘too chunky for your letterbox’. Recipients were directed to collect their free Kit Kat Chunky from their local newsagent.
There’s also a lot to be said for sending ‘lumpy’ mail – campaigns with additional items. Never underestimate people’s curiosity! The Natural History Museum needed to produce a cost-effective direct mail piece that would raise awareness of the talks at the Darwin Centre.
The eraser, produced as direct mail, puts the issue of extinction literally in the palm of your hand.
The key to amazing direct mail marketing is targeting – sending the right thing, to the right person at the right time. You can do this by keeping a well-organised CRM database and knowing as much as you can about what your target markets want – then combining that knowledge with creative know-how to deliver something special and effective!
We have a huge amount of experience creating and delivering effective, innovative direct mail campaigns. Give us a call and we’ll put the kettle on for a chat!
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