06/28/2024 | Press release | Distributed by Public on 06/28/2024 10:08
When building a marketing plan for your small business, you may be pitting two strategies against each other: direct mail vs. digital marketing. Or … you may have already considered direct mail down and out.
But, that isn't the case. Let me persuade you with a story:
I thought direct mail was fully dead, capital D. Until I learned that the air ducts in my near 100-year-old home needed cleaning.
And for the first time in a while, I didn't go straight to Google. Why? Because sitting in my mailbox was a direct mailer for a duct cleaner with my name on it and a discount. I hired them.
Was it serendipitous that a personalized postcard for the exact service I needed was delivered to my doorstep? Maybe. But I call it good marketing.
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DownloadDirect mail marketing is the practice of mailing letters and flyers to customers through a postal service. Brands use information they've gathered from customers to send them promotional messages to their homes. These parcels can contain coupons, sales, limited-time discounts, and more.
Here's an example of a direct mail marketing campaign I received the other day:
In recent years we've seen massive technology adoption in businesses of all sizes. From marketing automation services to cloud-based document storage and sharing.
Yet, despite this technological revolution, direct mail is a tried-and-true form of marketing that can have a positive impact on your bottom line.
A recent study found that direct mail campaigns generate purchases five times larger than email campaigns.
Remember this stat for later (there's a twist, so stay with me).
Also, people like direct mail. They don't want pointless junk mail, but a good deal from a reputable company is always a win.
Plus, people think it feels more personal than a lot of other online messaging. And it has a crazy-high open rate of 90%.
Direct mail can be used in a variety of ways, depending on your business goals. Furthermore, direct mail can be used at every stage of the sales funnel.
Unlike emails, direct mail has an additional benefit. They can be kept in the home, in plain view, for days if not months.
People will hang postcards for deals on their refrigerators, or keep them on their desks until it's time to redeem. These little billboards keep your company top of mind.
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When it comes to sending physical mail, several options exist when deciding whose mailbox it should land in.
Direct mail pieces can range drastically in style and size based on your budget. As a general rule, make sure any marketing material is consistent with your brand, clearly shows your company logo, and offers a strong call to action.
Digital marketing is here now. It's a great way to reach larger audiences, connect with your customers and build brand awareness … fast. From email to social media, digital marketing is everywhere.
But, that doesn't make it better or worse than direct mail. In fact, you shouldn't be thinking direct mail vs. digital marketing, but rather, direct mail and digital marketing.
Here are some ways to combine physical mail with your digital marketing efforts.
Remember that statistic I said to remember? Well, let's make it even better …
Research shows combining email with direct mail leads to purchases six times bigger than email alone.
The most important thing to consider when tying physical mailers to digital campaigns is to keep your messaging consistent. You don't want to confuse your customers.
Before we wrap up, let's look at some stats that compare direct mail with digital marketing.
In the end, when building a marketing strategy for your business, it's not about choosing one method or another. It's about leveraging a variety of tools and touch points that pave a streamlined, easy path leading customers to do business with you.
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