Communication is essential for any business. Nowadays, digital marketing is attracting the attention of brands to communicate their benefits and advantages to an increasing number of people, but there are still those who prefer to use traditional methods. Within this last scheme there is direct mail marketing , for example. But what is this tool and what is it used for? Is it still worth choosing this form of communication?

Before answering the previous question, let's start by defining what direct mail is. Direct mail is a tool whose greatest advantage is to achieve a real approximation   of the potential consumer with the brand and generate a real experience in the case of a product or an effective transfer of information , in the case of a service, motivating the potential consumer to continue advancing in the process of purchasing and adopting the brand.

HOW TO DEVELOP A DIRECT MAIL STRATEGY?

First of all, we must take into account that the main characteristic of this tool is to generate proximity and contact with the target audience. In this sense, we must define the objective of the mailing, considering the moment in which the mailing should be received and where it should be received to generate what type of response.

It should be noted that in the vast majority of cases, investment will be made in a printed "package" containing information and some type of product or merchandising associated with it. Merchandising will be our main "weapon" in the case of services.

To develop a direct mail services strategy, the first step is to choose a template and size of the material. Then, you will choose the theme and content of the communication established. Then, you will check everything, print, check again and the content will be ready to be sent. An efficient direct mail presents information about the product or the brand, highlighting the main points in subheadings. Make the text light, capable of involving the client.

Another key point to keep in mind is to keep your address list up to date to avoid the risk of the message not reaching the recipient, and segment the mailing according to geographic issues and the needs of the public. To keep the mailing list up to date, it may be necessary to consider verification through telemarketing .

CREATIVITY, AN ESSENTIAL ELEMENT IN DIRECT MAILIn fact, to take advantage of brand proximity, the main benefit of direct mail, an exhaustive creative exercise must be carried out that is closely related to the brand. Some examples of creative campaigns that achieve the objective of "exciting" and moving the recipient of the mail forward can be seen in the following campaigns.

The campaign to sell the new Ford Pick Up is an example where a box of matches is used to awaken in the recipient a mix of emotions ranging from the playful to the utilitarian, associating the concept of a cargo vehicle with matches as if they were pieces of wood. Obviously, this piece is accompanied by an invitation for a Test Drive at a nearby dealership, moving the recipient of the "box" forward in the process of purchasing a new vehicle.

And as with any piece of communication, the success of the campaign will depend on the details of the wording of the invitation, so as not to exert sales pressure, since the objective of direct mail is for the recipient to make a reservation for the test drive, and this is the indicator that should be used to measure the success of the communication.

Measuring the efficiency of the tool through the number of vehicles sold would be a mistake.

Another good example of how creativity can help us develop an efficient direct mail piece is IKEA.

This well-known furniture brand uses direct mail to take advantage of the information of those customers who visited a store and were interested in bedroom sets for couples, but who ultimately did not buy. When launching a new line of bedrooms, they send direct mail to encourage them to visit the store again and learn about the new line of bedrooms available.

The effect of the email is obviously to generate a visit to the store where the salesperson, using the information from the previous visit, will be able to convince them more easily about how the new line fits what the couple is looking for, since they will be more emotionally willing.

WHEN IS IT WORTH DEVELOPING A DIRECT MAIL?

In addition to being more expensive than doing a digital action, direct mail can be considered invasive by the recipient. Therefore, it is not advisable to abuse this method. Let's review below the situations in which it is worth betting on sending a direct mail campaign.

New product launches

Direct mail advertising can be an important ally when launching a new product, as it generates product testing in the case of mass consumption, or visits to distribution and sales locations.

It can also be used to test products before launching them on consumer samples and to correct certain aspects related to the consumer experience.

Raise funds and encourage donations

If you run an important and relevant service within a group or community, but you are unable to reach the public through outreach, direct mail can be useful, especially if you have a limited budget. It is a tool used primarily by non-profit organizations, but can be applied in various cases. It is also an efficient tool to inform about a return visit date to receive the donation, after subscribing on a landing page, for example.

Recover inactive customers

Direct mail can give you visibility again and remind a former customer of your existence in the market. To do this, you can send an exclusive and personalized offer, which increases the chances of this customer buying your brand again.

Generate "relationships of convenience" with clients

The proximity and individual treatment that characterizes direct mail makes the recipient of the message feel like a "special customer." This is why subscriber programs use this type of tool to maintain that status in their target audience. An example of this is the inserts that the newspaper El Comercio sends to its subscribers, in alliance with other brands. . .

We hope that now you have it clear that direct mail is still a tool in full force and you could consider it within your communication strategies, but of course, planning it and measuring results. Leave us your comments and/or share this article with people who you think may find it useful. To contact us for a no-obligation chat, write to us at the link here