7 Reasons Why Direct Mail Works

In our modern multimedia environment, most people naturally think of online tools when they think of their marketing strategy. And, clearly, online marketing is a big part of the mix — whether it’s through display advertising with banners on website, or e-newsletters, search engine advertising or social media advertising.

But there are some “legacy” media tools that must remain part of the mix, too.

For example, direct mail marketing remains one of the most effective methods of advertising, whether reaching out to potential new customers or communicating with existing ones. At Mellady Direct Marketing, we advocate that our clients pursue a healthy media mix that includes not only the newest tools at our disposal, but also some of the tried and true ones, too.

Here are our “7 Reasons Why Direct Mail Works,” even in a marketing environment that emphasizes “new” media:

It’s Tangible: Think of your email inbox. How easy is it to just hit “delete” and get rid of the clutter? On the other hand, when you receive a piece of direct mail, it’s a tangible object in your hand. Even if you think you’re not going to keep it, you’re going to give it a longer look than if you were just clearing out your inbox.

It’s Targeted: Interested in mailing to parents who have children within a certain age bracket who live within a certain ZIP code and have a minimum level of income? We’ve got you covered. Direct mail is immensely targetable, enabling you to take a shotgun approach to reach a wide audience or a rifle approach to reach a more specific one.

It’s Simple: Executing a direct mail campaign may sound difficult, but it’s what we do every day — so executing your direct mail campaign is a snap. Our direct marketing team can create your mailed piece from the beginning, with copywriting and design that will grab your audience’s attention. We’ll make sure your piece is hitting the right audience, whether it’s your own mailing list or a targeted list we provide. We do the printing, we take care of addressing your pieces and we get them to the post office on schedule. This leaves you free to do what you do best: Run your business.

It’s Measurable: Direct mail gets results, and measuring them is as easy as counting the responses to an offer or calls to a specific phone number. According to a study by the Direct Marketing Association, direct mail’s existing customer response rate is 3.4 percent, compared to 0.12 percent for email.

It’s Personal: When your direct mail piece enters someone’s home, so does your brand. This can be the beginning of establishing a personal connection between your brand and your new customer. And, direct mail can be customized with variable data fields, enabling you to give your communication a more personal feel. Add this to the fact that direct mail can take on a variety of formats, from standard letters or postcards to oversized, attention-getting pieces, and it becomes clear that direct mail offers an infinite array of options.

It’s a Good Team Player: Suppose you have a great, splashy new website for your business. Should you rely on just one tool to alert your audience about it? We recommend a cohesive marketing strategy that uses all of the right tools working in concert with each other. Direct mail is a highly effective way to drive traffic — not only through the front door of your business, but also to your online home, too.

It’s Cost Effective: Direct mail has a proven track record, getting results at an affordable cost. With our competitive pricing for high-quality printing and mass mail rates that save our customers money, we know we can offer direct mail services that work — without breaking the bank.

If you’re interested in more information on how a direct mail campaign from Mellady Direct Marketing can help your business, please contact us online or call us at (661) 298-9190.

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