Benefits of Direct Mail Marketing

Direct mail marketing refers to sending physical advertisements directly to the mailing address of customers. Several industries have used this method for a long time to broaden their customer base and build customer loyalty. In the modern world of internet-based marketing campaigns and online advertisements, direct mail marketing is finally coming back. It is slowly becoming the preferred marketing technique for many brands. It is especially beneficial for small and local businesses. Sending personalized plastic postcards is way more effective than sending group emails that customers do not even care to open. Let’s discuss how direct mail marketing through laminated postcards is more beneficial than other kinds of marketing techniques.

1.Direct Mail Marketing is Personalized

Everyone loves checking their mail, especially if it is tailored for them. Direct mail marketing can be more personalized with the advances in print technology. For instance, a company can send their prospective customers laminated postcards with their names and customized discount offer on their products and services. The customers will greatly appreciate even a gesture as simple as this.

Additionally, many customers prefer and trust mail more than other forms of communication, like emails or social media messages. Sometimes, online marketing messages are associated more with scams, and customers are skeptical of them. On the other hand, plastic postcard mailers add more legitimacy to your brand and business as people can associate it with a physical store. Direct mail marketing allows your brand to gain a positive foothold amongst customers.

2.Direct Mail Marketing is More Noticeable

With the online marketing industry becoming more and more saturated, the customers’ email inbox is cluttered with hundreds of messages every day. It is hard to make your presence felt amongst so much noise. Data suggests that an average person receives only two physical emails every day while they get 63 email advertisements every day. It’s simple - leaving a mark in a less cluttered space is easier.

Brands can send plastic postcards with bar codes, scratch-on prizes, and QR codes to engage their customers directly. Since they have tangible value, they leave an impact on the minds of prospective customers.

On the other hand, all emails land in the customer’s inbox which is already cluttered with their personal emails and other brand marketing emails. The subject line is the only thing that might make your brand stand out amongst other updates and newsletters. Sometimes, your email might just end up in their spam folder. All of this makes email marketing less compelling and useful. Plastic postcard mailers reach customers when they are more attentive; therefore, they are less likely to ignore them.

3.Direct Mail Targeting is Easy-to-Use

Direct Mail is simple and easy to use as it does not require brand builders to learn complex techniques that they have to in digital marketing, like geofencing and geotargeting. They do not have to become experts in any online platforms or marketing strategies, keyword search, or audience-targeted research. With plastic postcard mailers, the steps are less complicated. Thanks to printing technologies, brands can easily send laminated postcards tailored for their customers. The postcards could contain discount voucher codes, QR codes that encourage customers to leave online reviews, and loyalty points.

Many plastic postcard mailers work with you from start to end - from helping your brand find the best colors for postcards to finally sending them. They also have mailing campaigns that allow you to reach the maximum number of prospective customers.

4.Direct Mail has Tangible Value

Most people still prefer reading tangible books, papers, and articles. This is because our brain is wired in a way that makes processing direct mail 21% more than digital email marketing. Direct mail marketing has a better emotional value that creates a uniquely memorable experience. Emails have a lower response rate than digital advertising.

Brand builders can send customers plastic postcard mailers in different sizes, shapes, and exciting elements to help you stand out against competitors. Even though most gift cards and postcards have gone digital, people still look forward to their daily mail. Brands should capitalize on this behavior and give customers a personalized advertising experience.

5.Direct Mail is Targeted

Direct mail is much more targeted than other methods. Brand builders can buy customer data and send personalized mail according to specific characteristics, like age, profession, purchase preference, and many other features. Direct mail allows for a considerable level of personalization and assists brand builders in identifying the right persona for their target audience.

6.Direct Mail Targeting Compliments Online Marketing

Even though online marketing has a lower response rate when compared to digital marketing, it does not mean that customers do not engage with brands online. They love to read online reviews, follow your brand on Twitter, or become a member of your loyalty program. Direct mail targeting helps brands to get the best of both worlds. They can tap into different online and offline marketing tools to offer customers a unique omnichannel experience. For instance, you can send prospective customers a restaurant menu in their mail and then send the same offer to their email inbox. This combined approach will have a much more substantial impact on the customers.

7.Direct Mail Marketing is Highly Creative

Plastic postcard mailers can be designed with various unique patterns, textures, and pictures. Even though email marketing includes photographs but it is not the first thing people say. Instead, they see a simple text subject line that usually gets lost amongst other messages. Laminated postcards, on the other hand, offer numerous creative design options. This helps in grabbing the customer's attention immediately.

As discussed above, there are many advantages of direct mail marketing compared to digital marketing alternatives. Given its versatility, flexibility, targeted reach, ease of use, and high level of personalization, direct mail marketing produces a high response rate.

Ricky is a graduate of computer science engineering, a writer and marketing consultant. he continues to study on Nano technology and its resulting benefits to achieving almost there.