Direct mailing in 2019: this is how it works

Direct mailing, will that still work in 2019? Not everyone is always and everywhere online. It may still be worthwhile to set up a campaign that is sent by letter, or that returns in a magazine or newspaper. The changing times do require a different approach.

The value of print increases again

Consumers cannot only be found online. Direct mailing is still relevant. In 2019, a magazine or newspaper is still regularly read. In fact: British investigation confirms a comeback of print and increased appreciation of young people for this 'old' medium. For many people, print is a moment of rest. Moreover, the content is experienced as 'deeper' than with online reading.

The information offered in direct mailing is seen as 'more reliable'. This also has to do with the fact that the number of mail items is decreasing. The attention value increases as a result.

Use of mobile systems in direct mailing

The next question is: where do you lead your readers of your direct mailing? Just like with radio, online is the most logical step, and especially (but not exclusively) mobile. Research from Statista it appears that in 2018 there were around 3.7 billion mobile users. That is why it is wise to make a landing page responsive so that it is also displayed properly on a mobile phone.

Do you already possess some data about the channel use of your target group? Then you can fully use it in your marketing campaign. Because with that you learn which channel your target group prefers to use for which promotion. And therefore through which channel you can best tell your message.

One-to-one contact

How do we prefer to be addressed? Indeed, personally. A mail sent to thousands of customers is often not that interesting. Personalizing on direct mail goes beyond the correct naming: respond to personal interests and behavior. Because ultimately it is mainly about relevance. This is the same physical aspect as you are at promotional gifts such as pens, USB sticks and coffee mugs. When you get something physically in your hands, it becomes real.

Provide your mail with a call-to-action

Let's face it: the goal of marketing and direct mailing is of course conversion. That is why every direct mail should immediately have a call-to-action. It must be immediately clear to the reader what he or she must do. Traditionally this is always repeated at the bottom of the PS, so the reader can see what the intention is within a few seconds. Feel free to experiment a bit with the location of the call-to-action, but remember that it should be easy to see.

Examples of good call-to-actions are: "Buy a product and get one as a gift", "Birthday offer!" or "Free transportation!" You can also place an eye catcher, such as a special image.

Add matching images

A good direct mail looks neat. Not only the text or the content must be right, but the whole picture. That is why it is important to add suitable images. It is good to think about what your target group would like to see in the letter, in the magazine or in the newspaper.

Be reliable

Marketing is all about reliability. Consumers like to buy from companies they trust and with which they have good experiences. Reputation also plays a major role in this. We may find offline spam even more annoying than online spam, so the task here is to show reliability. If you offer interesting content in your post and you try to solve a problem, then the mail will be gladly read.

Be as reliable as possible. Ask other customers to write a review about your company and add it. Take photos of the founders of the company and add them including a signature. A photo of the team is also possible; this gives the campaign a personal touch.