What is Direct Mail?

Direct mail is promotional material sent via post or courier service to homes or businesses. To put it simply; direct mail is the advertising material you get through your letterbox.

People pick up direct mail every day and likely do not know the name for it. Direct mail comes in many forms, but always through the letterbox.

Types of Direct Mail

Promotional materials can come in different forms including:

  • Brochures
  • Flyers
  • Postcards
  • Newsletters
  • Letters
  • Catalogues
  • Coupons
  • Packages

Why Use Direct Mail?

People are increasingly dismissing direct mail in favour of digital marketing, but now may just be the best time to launch you direct mail marketing campaign. With fewer direct mail competitors, your campaign will stand out.

Direct mail works. It is a tried and tested marketing technique that has been used for decades. With the migration of marketing, now is the time to implement your direct mail campaign. To appeal to all audiences, combine direct mail with digital marketing; post flyers with barcodes on so consumers can scan the code and go direct to your website. Bypass your competition and put yourself in front of customers.

There is evidence people enjoy checking their physical post more than their emails. And who can blame them? Inboxes are oversaturated and therefore overlooked. Physical post has an element of excitement – albeit in the absence of brown envelopes. Sifting through post and seeing a personalised letter makes you feel special, even if it is clearly marketing material. The romanticism is undeniable and it no doubt entices you to give the post a quick read.

Not only will direct mail likely be seen more by your target audience, it can help attract new customers. You can grab the attention of people who may just disregard your email. Get your products or services through letterboxes and increase your brand awareness. Once your physical mail has been seen, touched, and maybe even smelled (?!), your brand is sure to recognised in the future.

How to Create an Effective Direct Mail Campaign

There are three main components to an effective direct mail campaign; the list, the offer and the creative.

The List

Direct mail is only effective if the right people see it. You want your campaign to go through the door of people who might be interested in your company, have already interacted with your products, or have signed up to correspondence. Basic demographic information you may want to know is:

  • Gender
  • Age
  • Income level
  • Education level
  • Children or not
  • Employed or not

The more specific you can get, the better. The more relevant and personalised you can make your campaign, the more success it will likely be.

It’s common practice to send mailings to your current customer base or potential customers who have signed up to correspondence. But why not think outside the box? If you aren’t targeting specific audiences and are perhaps launching a new business, advertise geographically and target whole post codes.

The Offer

Key to a successful direct mail marketing campaign is to add some value for your recipients by offering them something desirable. This could be some form of a discount or offer code which not only helps convert a sale, but makes the customer feel special.

Consider your target audience, their needs, and how you meet them. You could test a variety of offers on different sections of your list to see which are most effective. Switch up the different marketing material with different contact numbers or referral links so you can monitor conversions.

Regardless of what your offer is, include a clear call to action. Your direct mail marketing campaign needs to have a purpose. Whether you encourage people to get in contact, visit your site, or book a service, ensure you are enacting something as a consequence of your campaign.

The Creative

While you are likely to have less competition on the doormat than you are in an inbox, you still need to grab people’s attention. Give your direct mail promotional material some impact with images, colour, and fonts. Make sure to stay on brand and keep all material consistent so your brand becomes recognisable.

Snappy headlines draw attention and are quick to read. You want to ensure your ad is seen and scanned in the time it takes to walk from the door to the recycling bin. If you can ensure your material is seen, you are winning. And you may be saved from the bin.

Branch out from the norm and get creative with your direct mail campaign. Replicate the style of a personal letter to pique interest, for example. As before, experiment a few different campaigns and see what works.

Direct Mail with ONEPOST

Take advantage of the fulfilment services of ONEPOST and be provided with an exceptional service through cost-saving postage solutions in the dispatch of all your products or mails. Find out more about Advertising Mail, a Royal Mail Wholesale service designed to help businesses save money on their marketing campaign postage.

Start your direct mail marketing campaign with ONEPOST. Get in touch today.