What is Direct Mail?
People often ask ‘what is direct mail?’ Direct mail is the name used to describe a kind of advertising or communication in which companies send printed adverts, letters, or other messages through the postal mail to large groups of people or companies. The use of targeted mailing lists based on demographics and geographic location can improve effectiveness. A mailing house’s access to special postage rates make the process very cost-effective.
How can it benefit me?
Unlike other forms of marketing, in which you don’t know 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.
What does it cost and is it affordable?
Because direct mail marketing is targeted to a specific type and size of audience it can help you set realistic sales goals. It can also improve sales results on a tight marketing budget. Combine it with email marketing and businesses can run very effective direct marketing campaigns at a fraction of the cost of other types of advertising.
Will I need to learn new skills?
When exploring what is Direct mail you will find out it is very customisable and done well it virtually guarantees at least five seconds of focus from the recipient. This can lead to a fantastic response. Not everyone who sends out direct mail sees excellent results and that’s because not everyone understands how to create mail that performs. We can help you to create a mailing campaign that’s tailored to your audience, we can also help you decide on a format for your mail campaign, whether it’s a postcard, folded mail piece, or envelope mailer.
Putting together and building a mailing list, and designing great responsive marketing materials to post out, can take time, experience, and money. Every business interested in any form of marketing, should always be adding to and improving the mailing list and campaign materials. As a mailing house we are in a great position to be able to advise or help you significantly reduce the time needed to bring a direct mail marketing campaign to fruition.
What does direct mail success look like?
Other than the response rate, there are many ways to measure the results of your direct mail program. Order rate, cost per outcome, customer acquisition cost, revenue per order and return on investment are some of these. All these are good and helpful to different degrees. We think the best way of seeing what direct mail success looks like is the actual conversion rate. The conversion rate includes the response rate but adds the actual quality of the response.
Can this success be measured?
Before any success measurement is undertaken you have to decide what the campaign aims are. Different marketing campaigns are designed to achieve different things. Only when this is known will it become possible to see what success would look like. Everything from getting more page views for your website to actually landing orders can be considered and measured. Direct mail campaigns have been measured accurately for years based on total orders as a percentage of total quantity mailed.