Who said Direct Mail has to be boring?

Not only will many people out there try to convince you that Direct Mail is archaic, but most people think of mail as “boring.” We’re not disputing that there are probably some boring pieces of mail circulating around out there; plain white postcards and letters with black Times Roman Numeral font that address something you won’t remember and maybe have a couple photos.  However, Direct Mail has evolved right along with technology. This doesn’t just concern the better graphics our high quality printers can create, but the tangible aspects of mail.

The classics aren’t going anywhere, but they constantly evolve to adapt to the times! The classic formats of Direct Mail –postcards, brochures, booklets and coupons can be jazzed up. These most commonly came in a rectangular shape. Nowadays, they can come in pretty much any shape you wish thanks to a technique called “die cutting.” This can be used simply to round the edges of a document, cut shapes out or completely transform a rectangle into the shape of a flower or butterfly, etc. Postcards don’t have to be flat, you can get a postcard that folds and they range in sizes from 3.5×5 to 6×11!. Booklets with perforated coupons are more likely to be used because they can easily be torn out and saved –no scissors needed. There are “crazy” brochures that have pop out pages like in in the image “Crazy Brochure.”

Direct Mail can even be taken to the next level… The three dimensional level. Have you considered nixing envelopes and paper goods, and instead going with boxes, bags, tubes or even balloons? Not only are these memorable but potentially usable. Consumers love free things they can use and are likely to reuse those boxes and bags which will keep you on their mind and attract other potential consumers. Forms of mail such as a balloon are useful for audiences like families- a happy kid usually equals a happy parent.

Customers enjoy receiving mail, so give them something to be excited about! Dare to be different. Whoever said Direct Mail has to be boring was wrong.

Many people out there will try to convince you that Direct Mail has gone the way of the dinosaur. It may seem that way with the abundance of digital advertising and ever changing new technologies to keep up with, but Direct Mail is still a solid method for getting your name out to the people you want to receive your message. It works especially well for local businesses who can target neighborhoods with their products or services. Spencer Powell of TMR Direct has some great insights on reasons why you shouldn’t give up on your Direct Mail Campaign.

6 Reasons Why Direct Mail is Still Making a Killing

by Spencer Powell
According to the Direct Marketing Association (DMA), direct mail still gets a response rate of 3.4% from existing customers, which is almost 30 times the rate for email marketing. Mailing campaigns that include catalogs bring in $2 for each customer they reach, and $10 for each returning client. That’s because direct mail still works, for a few (very good) reasons:

#1: Consumers Still Enjoy Receiving Mail

Possibly because of email and online ad saturation, consumers still open physical mail with some anticipation. The DMA’s 2014 statistical fact book shows that up to 80% still open most of their mail, even including items that are visibly marketing-related. And a U.S. Postal Service survey shows that almost 50% of household heads read direct mail immediately on its arrival. You can’t argue with those stats!

#2: People Reply

A large percentage of recipients take notice of the direct mail calls to action (CTAs) – so much so that retailer JC Penney is bringing back its print catalog mailing, 5 years after stopping it. According to a report in the Wall Street Journal, data showed that much of the company’s online sales were a result of receiving the print catalog. The DMA reported that replies emanating from mail campaigns averaged more than 13%.

#3: Digital CTAs Work Well

The opportunity to meld the medium with mobile CTAs gives customers more options for responding, and takes the discussion online for those who prefer the convenience of digital media. SMS or QR code CTAintegrate mailers with mobile devices, while personalized URLs and unique email identifiers make it easy to respond.

#4: Personalization is Possible

The advent of enhanced data collection methods means companies these days have far more information about their prospective clients than in the past. By using personalization options such as tailor-made product offerings based on past buying history, you can target your ideal customer more specifically than before.

#5: Options are Endless

Gone are the days when direct mail campaigns comprised business-like letters in envelopes. Now, you have such a range of options that it’s entirely possible to customize your content even down to the format you use. This is good for companies targeting multiple customer segments, because the media used to reach the Millenials might be different from the ideal format for a senior. From postcards, through brochures and novelty, die-cut products, the sky is the limit when it comes to direct mail design options.

#6: Targeting Nets Measurable Results

Segmenting your target market by criteria such as demographics, behaviors, income and interests enables you to know exactly who you’re reaching. And provided you track your campaigns effectively, you’ll be able to measure how well it’s working. Unlike email, which can be forwarded and shared, direct mail campaigns typically reach only the person they are intended for. That makes it a much more controllable method of marketing than digital options.