What Is Direct Mail?
Direct mail marketing is a form of direct-to-consumer marketing in which you provide physical promotional material to your potential customer’s door. You’ve likely had direct mail marketing come through your own letterbox at some point or another.
Usually, direct mail marketing will involve the distribution of a leaflet, pamphlet, coupon, letter, postcard, booklet, or catalogue that promotes your services. The promotional material that you choose is dependent on your business and what you think will work best for your brand.
For example, a local takeaway shop may opt to distribute menus to the geographical region that they deliver to. In stark contrast, huge retail chains may have a national direct mail campaign to distribute a leaflet featuring their recent deals in an effort to drive more customers to local stores.
Why Should I Use Direct Mail?
Direct mail is a great way to connect with customers from all backgrounds. There’s a sentiment that old-school marketing techniques such as direct mail are no longer effective, which couldn’t be further from the truth.
Direct mail marketing has the advantage of distributing tangible promotional material that will stay in the hands of your customers for quite some time. Contrast this against a social media advertisement that may only hold your customer’s attention for a few brief seconds.
Research has shown that advertisement recall and brand recognition were 70% higher
in customers exposed to physical direct mail in comparison to a digital ad.
What Can Direct Mail Be Used For?
When it comes to direct mail, it can be used in a whole host of applications. It can be used for restaurants to get new menus out to their customer base, for event invitations, political messaging, coupon or discount offers, promotion of new products and services, and so much more.