Direct mail is a form of direct marketing in which companies send letters, postcards or promotional material to old, existing or potential customers by post. Send direct mailing can be aimed at the consumer (B2C) or other companies (B2B). An important part of direct mail is segmentation: with demographic or geographical features you target a specific target group. The purpose of direct mail is to encourage the reader to take action, for example through a promotion or promotion. But direct mail can also be used for branding or information provision. In this blog you can read more about direct mailing and you get seven practical tips to make your direct mails work better.
Why direct mailing?
An important advantage of sending a mailing is the fact that you offer something tangible in this digital age. Someone really has something in your hands, and that ensures a stronger bond with your brand or product than when someone only sees something on a screen. Many people also still enjoy getting mail. That makes the chance that someone opens a letter much larger than someone opening an email. Another advantage of sending a mailing is that the results are very measurable. Bee direct mail you know how much you have sent and you can measure exactly what the response is. For this you can use a special promotion code, separate website, telephone number or e-mail address.
There are also many creative options with direct mail. You can use special paper or use a nice envelope. You can send something nice or opt for personalization through a handwritten letter, or use someone's name.
7 Tips for a successful direct mailing
As a consumer you actually already know when a mailing is successful or not. First of all you will be triggered to open it, and you will also like the content of the mailing. Use these seven practical tips to get more results from your direct mailings:
- Target audience. Know well who your target group is and speak the language of this target group. With every form of marketing it is important that you know who your target audience is and that is no different with direct mail. Make sure you have a clear picture of who your client is and adjust your language accordingly.
- Message. Know exactly what your message is and what the purpose of the mailing is. Make sure that your direct mail contains one message and that you communicate this message clearly.
- Stand out. Make sure you notice direct mail. You can do this by color, text or, for example, special paper. With direct mail you can let your creativity run free. If you only stand out!
- Gift. A gift in the envelope ensures that people open. This is probably recognizable: you get an envelope in the bus and you feel that there is something in it: bet you open this envelope?
- Relevance. Make an offer that is only valid for the recipient. This will ensure that it takes action faster.
- Repeat. Repetition plays an important role with direct mail. For example, send another mailing two weeks after your first mailing, or combine it with online marketing.
- Teamwork. Combine direct mail with other marketing techniques. For example, send an email before or after direct mailing, or run a campaign on social media at the same time. Typically, seven contact moments are required before the potential customer makes a purchase.
Do you ever have one? direct mailing sent? Were you satisfied with the result? We are looking forward to your response!