Snail mail, as it’s affectionately called, may seem obsolete nowadays; but, that couldn’t be farther than the truth. Direct mail is still effective in gathering leads and converting them into customers. After all, there are still people out there that enjoy receiving mail and look forward to seeing the offers that await. In this guide, we’ll explore direct mail and see if it’s still an effective advertising strategy.
People Are Sick of Email
Decades ago, spam was known as a canned meat delicacy. Nowadays, it’s a broad term that describes unwanted emails. Every day, people get bombarded with special offers, coupons, and other emails they just end up ignoring. People treat direct mail differently. The average person checks their mail every day. That means people are more likely to use coupons and other special offers they receive through direct mail. The fact that many companies are switching over to an email marketing approach is actually good for your business. It means less competition.
You Can Get Creative
All the bells and whistles of email marketing may prove to be a headache for most people. Moving graphics, videos, and pop-ups don’t always get a good response. One of the things that makes direct mail an effective advertising strategy is the potential for creativity. You get to play around with fonts, colors, images, and even shapes. Unlike email advertising, you aren’t competing with every other site on the internet. It’s become second nature for people to ignore crazy online graphics or exit out of the email altogether. Direct mail is a tangible item that people can smell, hold, and feel. It might sound crazy, but that matters to people. When we think of coupons, we think of a piece of paper. A colorful piece of paper is a lot easier to remember than a coupon code. As a direct mail advertiser, you can make brochures, postcards, catalogs, and other forms of print media that grabs attention. Additionally, products like InDesign and other desktop publishing tools make it easy for advertisers to create direct mail campaigns.
It’s Easier to Track Your Campaign’s Performance
Google Analytics and other digital analytical systems were created to help advertisers track the performance of their marketing campaigns. Internet advertising is a numbers game. Sending an email out blindly into the internet isn’t very productive if you can’t see who opens it. Every advertiser knows that the more people see or interact with your content, the better your chances are of getting new customers. But, these digital analytical systems can be a bit confusing and hard to understand. You have to navigate open rates, bounce rates, landing page quality, etc. In fact, many companies require their digital advertisers to be certified in Google Adwords and Analytics.
ITI Direct Mail will Help You Create an Effective Advertising Strategy
Maybe your business has moved away from direct mail advertising and you realize that was a bad idea. Maybe your business has never used direct mail before and you want to give it a try. No matter the case, we’re here to help. We’re experts at direct mail marketing and we can help you with conception, strategy, and production. Contact us today to learn more about our services!