There are some encouraging research findings regarding the use of properly personalised marketing offers which has prompted us to revisit some of the basic business principles of why Direct Mail can be so powerful and effective in both acquiring new customers and, of course, retaining your existing customers.
Statistics regarding the downturn in the volume of direct mail have attracted significant media coverage. However, somewhat less coverage is attributed to the decrease in volume which has come about by increased targeting and ‘best practice’ techniques such as using the various suppression files now available to the industry.
Here are some of the key benefits of using direct mail:
Personal
You talk to an individual on a one-to-one level. You have more time to persuade, convince and engage with your customers.
You can also ask a direct question and receive a direct response.
Measurable
Mail is one of the easiest media to measure responses and can be attributed directly to a specific activity. What you then learn can provide valuable information which will help you refine your next campaign.
Cost effective
In these tough and challenging economic times it’s important to realise that mail can provide a very affordable way to sell to people who want to buy your products. Clearly targeting and profiling customers and audiences can greatly increase response levels and also minimise wastage.
Complementary
The age of integrated marketing is now with us and direct mail has a strong role to play in supporting other channels such as e-mail and telephony.
In summary, well planned and executed direct mail retains its place as a powerful way to increase your business’s revenue, build your brand and grow your customer base
