1. (Re) Learn the Value of Direct Mail
During the pandemic, the use of direct mail surged – and for a good reason. Marketers found that direct mail was an effective tool for creating connections and engagement with isolated consumers at home.
Research done by the Royal Mail in the UK backs up the effectiveness of direct mail. Their study reports that 88 percent of respondents paid much or more attention to mail during the lockdown.
As we move forward, this level of engagement is expected to continue. For any marketer who wants to get their message in the hands of a consumer, direct mail is the right tool at the right time.
2. Direct Mail Cuts Through the Online Clutter
During the pandemic, the amount of time people spent online soared. People who were working from home sought distractions through social media and streaming services.
For many, working from home is here to stay. Global Workplace Analytics estimates that 25-30 percent of the workforce will work from home for several days a week by the end of 2021.
More than ever, marketers must find ways to cut through this online clutter and make an impression on consumers. Direct mail is that tool. Print creates a level of engagement that is not possible with online communications. More importantly, the right printed images make a more memorable impact on the recipient. Scientific research proves it.
3. Digital and Online Marketing Works Better Together
Direct mail is a valuable tool for the digital marketer. Taking a multi-prong approach to marketing is proven to be more effective at driving traffic online.
According to the Digital Marketing Association, an estimated 44 percent of online consumers who received direct mail visited a brand’s website, and 34 percent reported searching online for more information about the product.
The next time you create a digital campaign for your client, try adding a printed postcard to the mix. Measure the results and experience the difference direct mail can make.
4. Businesses Need Your Help
Look around your city, town, or territory, and you’re likely to find businesses that need help coming back from the pandemic.
Whether it’s the gym that lost members, the restaurant that only offered take-out, or the retail stores that lost businesses to online sales, these businesses are working hard to get customers back in their doors.
Your work as a print or marketing service provider is invaluable to these businesses. Talk to them about the kinds of customers they want to attract and special offers they might be able to extend.
Then create a targeted direct mail campaign that pulls these elements together to get customers out of their homes and into the business.
Need inspiration? Check out our toolkit, the locr BACKpack. It includes direct mail designs, information, and instructions to help you help your customers.
5. Location Pulls it All Together
Before talking to your clients, think about using location in your next campaign. Because a direct mail that includes the value of the location is more effective at moving a recipient to action.
To start, think about including a personalized map on your printed direct mail. A map is easy to integrate into your design, yet it effectively gets people to act.
A personalized map helps people to see how easy it is to get to a business. When people know where they are going, they are more likely to go to the company you promote. And when it comes to recovery, nothing is more critical than those onsite visits.
