Our client Gail Escolme Legal wanted us to design a Handy Fact Card she could send out as a Direct Mailer to current and potential clients.
As many companies search for new ways to reach customers and prospects, traditional marketing approaches like direct mail campaigns are often replaced with online advertisements and other technology-based techniques.
But direct mail still offers one of the most consistently effective forms of advertising.
Direct mailing is highly targeted. Each direct mail campaign can be tailored for a specific audience, from long-time customers to new prospects. Thus, customers receive only offers or information that meet their individual needs or buying habits.
Direct mail can be personalised. In addition to targeting customers with relevant campaigns, direct mail pieces can be customised to include names and other personal information. This personalised touch means that customers are more likely to heed your message and follow through with a purchase.
Mail is tangible. Because direct mail is essentially delivered directly to customers’ and prospects’ hands, they are virtually guaranteed to see and read your message. Since customers can also physically touch a piece of mail, they are more likely to see its contents as reliable.
The format is familiar. Postal service is one of the oldest public-service institutions in most developed countries. While many customers may be skeptical about email messages or other novel marketing media, they remain more receptive to direct mail, to which they are accustomed.
Multiple formats make direct mailing versatile. The wide variety of formats and options, from postcards and brochures, to magazines and catalogs, makes direct mailing a suitable strategy for almost any application.
Direct mail is cost effective. While the creation itself is easy and affordable, actually mailing each campaign is also relatively economical. Mass mail rates are available for any form of direct mail campaign.
Direct mail supports other marketing efforts. Mailed materials can support and brand building through other media. Building a cohesive marketing campaign that includes both traditional approaches, like direct mail, and new technology, raises awareness and reaches customers and prospects who may prefer more established marketing venues.
Direct mail has a proven track record. Because this technique has been so widely used for a long time, much data exists to demonstrate its effectiveness. Direct mail campaigns offer reliable returns with negligible cost.