Nearly every business is focusing on digital marketing these days – as they should. Email, social media, video and blog posts are all effective and viable ways to reach a consumer base that would sooner dictate notes totheir smartphone than whip out a notepad and pen.
But this is not to say that traditional marketing methods are a thing of the past. Direct mail has gotten a bad rap as junk mail that goes right into the trash can, but when used properly it can help your business stand out. In fact, some people respond well to physical mail: Compu-Mail reported that, in 2015, 23% of consumers bought or ordered something as a result of receiving direct mail in the previous 12 months.
1. Be exclusive.
We use physical mail to invite top prospects to our events or to become members. Cutting through the noise of a C-level executive’s inbox is a constant challenge. A well-timed, well-designed, physical mail piece helps us stand out. Use exclusivity to entice the recipient to your website. Make them feel special. – Freya Smale, The Millennium Alliance
2. Get dimensional.
If you want your mail to be opened, be remembered and, best of all, elicit a response, send a box that arrives via UPS, FedEx, etc. It’s like receiving a gift! People will throw away envelopes in a heartbeat, but a dimensional package will be opened right away and engaged with. With simple, compelling messaging and a product sample, a dimensional package will be a home run. – Rebecca Kritzman, Equifax
3. Use social media to find your perfect target recipients.
One way we like to use physical mail is for surprise and delight. We often find users on social media complaining about not getting a good night’s sleep or being tired at work, so we will message them for their mailing address and send gifts – anything from a sleep mask to a memory foam pillow or even a mattress. This helps us remain top of mind for the consumer. – G’Nai Blakemore, Mattress Firm
4. Make it handwritten.
While it’s nice to receive a thank-you email, it’s more sincere to receive print mail that is addressed by hand. Take five minutes out of your day to handwrite your clients or customers a thank-you card. A simple yet authentic handwritten gesture such as this will surpass any digital card or email, and will allow you to connect with others on a more personal level. – Makenzie Bonham, Burnett’s Staffing, Inc.
5. Use seeded paper to grow together.
Whether it be recycled, reused or reclaimed, the trend of circular is at the forefront. If you are going to send physical mail, don’t get thrown out – get planted! Consider writing or printing on seeded paper and make an impression with impact. This to-be botanical beauty is eco-friendly and grows into a real plant or flower, leaving a physical reminder of your message. Stand out and grow together. – Bobby Chow, Firmenich
6. Send it via messenger.
Physical mail is your secret weapon when prospecting new clients or partners. Your average prospect receives hundreds of emails on a daily basis. That’s a lot of digital noise to cut through. Have a messenger deliver a custom care package (cupcakes, edible arrangements, flowers, etc.) with a personalized note/offer directly to their office. – Sabrina Clark, BrandYourself.com, Inc.
7. Integrate your digital and direct mail efforts.
Take the time to integrate digital marketing with your direct mail efforts. Improve your return on investment by embracing personalized URLs (PURLs) and custom landing pages in direct mail campaigns. These digital efforts give potential consumers a firsthand experience of your brand while experiencing a high level of customer care. Plus, PURLs are fun to create. – Alysia Gradney, Vision Source