Direct mail marketing has remained extremely relevant throughout the past decade despite it being, in the words of Phil Collins, against all odds. After all, so many new and exciting digital advertising tools and technologies have become available, many of which are being viewed as better-suited for the modern era of brand management and customer engagement. Much in the way print books are resurgent, even among younger generations, direct mail marketing campaigns show plenty of signs of life.
Businesses – notably local, smaller companies – can truly bolster the foot-traffic in their stores with a winning direct mail marketing campaign. Before evaluating some of the characteristics that define a strong campaign, let’s look at some of the trends taking place in direct mail.
Millennials shining through
The Financial Brand published an article that broke down the findings of several recent studies from various groups and companies regarding the mounting evidence that millennials do indeed like to receive direct mail. Citing one such report from InfoTrends and Prinova, the news provider explained millennials have responded to direct mail ads within an average of 2.2 months leading up to the survey, compared to the three-month average across all age groups. This finding means millennials are actually more likely today to respond to a direct mail ad than baby boomers and the greatest generation.
According to the source, the most significant finding of all might be the fact that 63 percent of millennials made a purchase after responding to a direct mail ad, showing they are not just interacting with companies that take this approach to brand campaigns, but are also converting into customers. Considering the fact that the millennial generation has been viewed as the main reason why advertisers need to take a hard line into the digital era, this goes to show some of the older, more traditional forms of marketing are just as effective as they always have been.
Another study found a 50/50 split between respondents who either preferred to receive their ads through email or direct mail, and that highly personalized mailings through either approach had the most beneficial outcomes for businesses. With all of this in mind, it should be clear that all organizations should at least consider the prospect of putting forth a direct mail marketing campaign. When such pursuits are deemed viable and aligned with the brand’s customer preferences, the next step is to formulate a winning campaign.
Best practices of note
CT Post recently listed some of the key attributes of direct mail marketing campaigns that must be present to have a solid impact. It is worth noting here that all businesses will want to take a highly customized, personalized approach to their actual mailings. However, following industry-recognized best practices will help to ensure a campaign is built on a strong foundation.
According to the news provider, copy should not be all that extensive, as attention spans are not long these days, with two pages being a comfortable maximum and small, tight postcards and tear-sheets being the most effective. In terms of the copy itself, the source suggested leveraging several calls to action rather than just one and providing as much value in as few words as possible. For example, deals, discounts, coupons and other draws will be highly effective in driving foot-traffic so long as they stand off the page and are provocatively contextualized.
With the right strategy to manage direct mail marketing campaigns over time, companies can further boost their brand images in the eyes of consumers of all ages.