I was asked again recently about Direct Mail and its uses when it comes to marketing, but I think it is imperative that we clarify exactly what direct mail actually means. There are lots of so-called definitions, but to me direct mail is the sending of printed marketing material to named prospects via the post. Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters.
I’m sure that you receive direct mail on a daily or weekly basis, but, unlike other forms of advertising, in which you’re never sure just who’s getting your message, direct mail lets you communicate one-on-one with your target audience. That allows you to control who receives your message, when it’s delivered, what’s in the envelope and how many people you reach so it can be very effective when used properly.
With this in mind, here is a checklist for direct mail :
Have something new to say
Show the recipient you understand their business and/or predicament; appear helpful
Keep the mailing simple – test the mailer on your mum or granny!
Be relevant – try and get across a single message
Try and be provocative and definitely be interesting
Put your offer on one page if you can
Sign it yourself – personalisation still goes a long way in today’s mass world
Hand write the envelopes if at all possible
Don’t be afraid to test
Double check for typos!
With any type of direct mail, appropriately timed follow-up is key. Mailings with phone follow-ups are most effective. Don’t wait too long to contact your customers after doing your mailing: After several days, call to ask if they’ve received your card, letter or e-mail. If they have, now’s the time to make your sales pitch.
If they haven’t, mail them another ASAP!
This is a bold statement, but junk mail is not a label I would give to bulk mailings be they printed or emailed. To me the term should be more like misdirected mail or poorly targeted mail.
Back in 2011, 21.9 million UK adults took action thanks to Direct
Mail they received. Don’t be surprised by that figure – Direct Mail is still
making a difference to marketers and customers alike, with an impressive 48% of the UK population responding to a Direct Mail piece they received in the past
12 months. In fact, the stats for including direct mail to the marketing mix are quite compounding –
- Of the 21.9 million UK adults to respond to Direct Mail, 6.2
million went online to order something, and 7.3m went to a store to order
something in person
- 8.3 million of those who received a mail piece kept it to
view again in the future
- 9 out of 10 people open Direct Mail (FastMAP).
- 49% of adults are more likely to open Direct Mail if they
are intrigued by the package (British Market Research Bureau, 2010).
- 75% of customers like receiving special offers and vouchers
via Direct Mail (British Market Research Bureau, 2010).
- Direct Mail response rates stand at 3.42% (Direct Marketing
- The opening rate for Direct Mail sent to prospects stands at
91%, making it the best way to bring on board new customers (Billets Media
- 95% of mail from stores, 95% of mail from gambling companies
and 99% of mail from department stores is opened or responded to (Billets Media
- 17.7m people ordered after receiving a mail order catalogue
in the past 12 months (Royal Mail Consumer Panel, 2010).
- Return on Investment and Costs
- Catalogues have the lowest cost per lead of all Direct Mail,
followed by inserts (Direct Marketing Agency).
- 34% of business to consumer marketers consider Direct Mail
to provide the best return on investment, making it the best method of marketing
in their view (Target Marketing).
- 29% of marketers are increasing their Direct Mail budgets in
2012, and 49% will keep their budgets the same (Target Marketing).
- The ROI of Direct Mail has increased year-on-year for the
last decade, standing at £3.20 in the last OMD Brand Science report.
– Source. Central Mailing Services.
But how do you utilise your direct mail campaigns to give them the best chance of success?
- Have something to say
- Show the recipient you understand their business and their challenges
- Keep your message simple
- Be relevant – stick to 1 message
- Put it all on 1 page if possible
- Sign it yourself – personalisation is still an advantage
- Hand write the envelopes
- Don’t be afraid to test – maybe do a pilot campaign to start with
- Follow up
- Double check spelling and grammar
- Be interesting and maybe even provocative to gain attention
In direct mail campaigns, always include some sort of response both for the intrinsic value and also to aid the follow up and make sure that you are able to handle responses.
Too many organisations perceive direct marketing as just direct mail. This is not the case. Direct marketing is a marketing method and direct mail is just one of the initiatives available. It may well form over 50% of what is done under the direct marketing heading, but it is slowly being overtaken by the increasing number of press and TV ads with some sort of direct response devise – e.g “Text Tell me more to 12345.”
To me direct marketing could also come under the bracket of “pull marketing” where prospects are
being directly targeted and enticed in a companies’ marketing activity to respond; they are being “pulled.”
Anyway, no matter what heading or category direct marketing is put under, each marketing initiative must have some sort of response mechanism which identifies the prospect and allows him or her to start a conversation with your organisation which could well lead to an appointment and (hopefully!) a problem-solving discussion and a business relationship.
But, don’t forget existing clients when you are looking at direct marketing. If you have got something new to say or are about to launch a new product or service, then existing clients should be given priority and should hear about this first!
There are loads of direct marketing companies and agencies out there who will tell you how to do mass mailings, but identify your market and tailor your messaging. I’m not a fan of “buy now while stocks last” or “BOGOF” campaigns, but the underlying idea could be adapted. For example, target those people with a relevant need for your product or service and have the response go to a named and labelled person within your organisation; maybe even configure a new email address or phone number purely for direct marketing purposes?
Put yourself in the position of the receivers of your offer message – “How can I get hold of this?” – ……….and make it easy for them!