You may be thinking that in a world populated by the likes of email and instant messaging and social media, direct mail, also called snail mail, is all but obsolete as a viable way to market your services and products.
If that’s what you’re thinking, you’re wrong. 98% of people in the United States bring their mail in the very day it is delivered. 77% open and read that mail immediately. Even with all the high-tech newcomers in the mix, physical postage remains one of the best ways to advertise your business.
Let’s go over the many benefits that Allure
’s direct mail marketing has to offer.
Print marketing is often associated with less than efficient practices, the old shotgun approach of sending ads to every household regardless of how relevant your ad may be. For example, an ad for a brand new CrossFit
box (box is code for gym in case you are yet uninitiated in the CrossFit culture) isn’t likely to be a very effective advertisement when sent to a retirement home.
But it doesn’t have to be that way. At Allure, we use the most detailed information available to make the most of your money by only targeting neighborhoods that are likely to buy your product or use your services. Using that CrossFit example, we would target cheap housing around universities and hip midtown areas and avoid those retirement homes.
Rather than taking a one-size-fits-all approach, we are capable of not only addressing each customer by name, but also sending different messages to different people for the same campaign, highlighting separate features that are more likely to appeal to each demographic.
Another advantage that print mail has is that it is available in more formats than email. With an email ad, you can change your text and add a few graphics maybe, but there’s really only so much you can do. Everything is confined to the single flat screen of the recipient’s monitor.
There are a lot more options with print mail. You can send postcards, letters, brochures, pamphlets, catalogs, or whole magazines: whatever best fits the message you’re going for.