Direct mail marketing has been neglected of late. With social media marketing booming in popularity, should we really be surprised it’s been shunned? Facebook and Twitter are free; reaching out to each customer direct can be an expensive process.
But perhaps it is time to reconsider, and reignite our direct mail strategy. Especially with the SEO (search engine optimisation) world in turmoil after Google’s latest updates. Here we look at five reasons why you should implement a direct mail marketing campaign today:
1. Individual
Unlike online marketing, taking the direct mail approach allows you to reach out to each customer individually. You can send them a personalised mail shot; complete with their name and past purchases. This personal touch is often lost online, and really can boost your success rate.
Speaking to your customer directly also increases the likelihood of your letters being opened. Your customers are much more likely to carry out your desired action after receiving a mail shot; getting post is highly personal and will work wonders for your business. Whatever you sell, you should consider getting personal.
2. Tailored
As well as speaking to customers on a personal level, you should make an effort to tailor your direct mail marketing. One of the best approaches to use is to message customers offering them another product they might be interested in.This is called cross selling, and is sure to yield great results. You should also consider encouraging customers to buy by offering them a discount code or money saving voucher.
Also consider running a specific promotion for direct mail recipients. Past purchases tell you what your customers are interested in, so make sure to send them the offers that appeal. Marketing online carries the risk of alienating some customers; make sure you reach out to everyone with this method.
3. Trackable
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You may think that you can’t track the success of your mail shots like you can online. However you can integrate the methods you use to make tracking and monitoring your success quite easy. If you include a unique URL on your mail shots, you can track the visitors that land on the page.
Similarly you can see how many purchases are made using the discount codes you include. If you vary your efforts between customers, vary these codes and landing pages. This will allow you to track the individual success of each campaign.
4. Affordable
One of the main reasons people have neglected direct mail marketing is the cost. However, the internet can massively help your offline campaigns. Not only can you design your mail shots yourself for free online, you can also locate affordable printers.
With so much choice, you can compare online and high street prices before getting anything printed. This way you’ll be able to find a printer that works for you, designs that grab attention, and still have money in the budget left over.
5. Google Friendly
Search engine Google is perhaps the biggest reason why you should start implementing a direct mail campaign. Its latest algorithm updates are causing havoc with websites rankings, and making it almost impossible to maintain a great web presence. If you’re a small business with a small budget, hiring an SEO consultant to fix things might not be an option.
By taking your marketing efforts offline, and shifting the focus from SEO, you stand a much better chance of driving organic traffic to your site. This means you will be attracting the kind of customer who is ready to buy from you. And lets face it, isn’t this the kind of traffic everyone is aiming for?
Are you looking to better the results of your mail shot promotional strategies? We’ve unveiled our insider recommendations here, simply click this website link to find out more..