Direct Mail Marketing

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.  

Targeted Marketing

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.  

Versatility

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.

Make the Most of Your Money

Direct mail marketing is much more cost-effective than buying advertising space on radio or television. It only takes a few hours to design and make revisions on sales copy and design. Also, television and radio ads are often completely irrelevant to a large portion of their viewers/listeners. We use the targeted approach mentioned previously so that we don’t waste resources and your advertising budget is used as effectively as possible.  

Hard to Ignore

Emails are easy to ignore: one click and it’s gone forever. The same problem applies to television and radio ads: you can just mute them or turn them off completely. But actual, physical mail is harder to ignore. You actually hold in your hands, feel it on your skin, and it’s hard to resist the Christmas-like joy of tearing open a package. And many of these ads aren’t even in envelopes, so you don’t have to go through any steps to open it like the way you have to click open an email. And there’s no spam folder, either. In short, it’s much easier to ignore something in your email inbox than your physical mailbox.  

Easy to Measure Results

Email campaigns can be just as effective as snail mail campaigns, but one of the disadvantages of the virtual route is that it can be a little tricky to measure your results. There’s bounce rates, unsubscribe rates, and a whole slew of other stats to keep track of. It’s very easy to see how effective your direct mail campaign is. Sending coupons will attract customers to your store, and it also provides you with a clear and direct way to measure the effectiveness of your campaign. Just use your scanner to keep up with the coupon bar codes and then divide the amount of people who used the coupons by the number of people who received your direct mail ads. Voila! You’ve got an exact percentage of how many people were driven to your business by that particular direct mail campaign, which can be compared to previous and future campaigns to see if adjustments need to be made or if you’re on the right track. Those are just a few of the many reasons why Allure’s direct mail marketing service is an asset that your business should be taking advantage of.

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