Business Basics: Direct Mail Marketing Strategies to Include in Your Advertising Campaign Toolbox

It is true that online advertising is a mainstay of marketing these days, but that does not mean that direct mail marketing is dead. Quite the contrary actually, as more and more businesses discover that direct mail marketing is an effective part of a comprehensive advertising campaign toolbox.

As with every form of advertising, the results of a direct mail campaign will reflect the amount of time and effort put into it. The companies who succeed in direct mail are the ones who are willing to learn the proper techniques, create compelling messages and carefully track results.

More Than Fancy Packaging

There is much more to direct mail than fancy packaging and colorful presentations. Success in this crowded space means more than finding the right envelope printing and stuffing those envelopes with generic marketing messages.

One of the great things about direct mail marketing is that physical mailboxes tend to be much less crowded than their electronic counterpart. Even so, the average person gets dozens of pieces of mail every week, and that means you need to make your messages stand out. Things like market research, smart presentation and creative design are incredibly important in the direct mail arena.

Include Samples of Your Best Products

One of the biggest advantages of direct mail marketing is its physical component. When computer users open an email, there is little they can do with it. They can look at pictures of your products on the company website or read reviews online, but they cannot actually touch the items or picture themselves using them.

Direct mail marketing is different. It is easy to include a small product sample in the envelope – giving potential customers something to hold in their hands. Including a product sample will also help your package stand out, increasing the odds the recipient will open it and take note of your company and what you have to offer.

Make Your Mailers Useful

A direct mail campaign also gives you a chance to offer potential customers something they can actually use. People are always looking for scrap paper to write grocery lists, take notes, etc. Why not include a few notepads in the envelope and give people something they can actually use.

These simple and useful giveaways are good for the recipient, but they are good for businesses as well. Providing a few free items emblazoned with the company logo will keep your company name in front of people 24/7, and that brand awareness is extremely valuable in today’s media saturated world.

In that modern world, the average viewer might see hundreds of marketing messages a day. From the banner ads on the websites they visit and the spam flooding their inboxes to the billboards they pass on the way to work and the commercials they see on TV, they are inundated with advertising night and day. As a result, they learn to tune out the noise – direct marketing is a great way to break through the clutter and get your products in front of the people who want and need them.

Patricia Davies has been involved in many multi-faceted marketing campaigns. She enjoys taking the opportunity to share her ideas and thoughts on marketing strategies online. Patricia is a frequent contributor for a variety of business and marketing websites.

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