Direct marketing can help you target the right audience and reduce advertising waste.
MAKE AN IMPRESSION WITH DIRECT MAIL MARKETING
Direct mail can be a highly effective tool to reach your customers. Red Crow Marketing in Springfield, MO is a full-service marketing agency that can plan and execute a direct mail campaign that fits your budget.
Research from several sources agrees direct mail still works today. Whether you choose postcards, catalogs, or handwritten notes, Red Crow’s team of experienced designers can create unique direct mailers that get noticed and will create a positive impression with your audience.
WHAT IS DIRECT MAIL MARKETING?
Direct mail marketing involves creating and sending advertising materials through the United States Postal Service or another delivery service. The recipients receive direct mail advertising automatically without requesting or signing up for it.
DIRECT MAIL MARKETING IS STILL EFFECTIVE
These days, the marketing world is largely digital. But when done right, direct mail marketing can work with your other marketing strategies and make your business stand out.
MEMORABLE
AUDIENCE
INTERACTIVE
COMPETITION
DIRECT MAIL IS MEMORABLE
Direct mail requires 21% less effort to cognitively process information – making it more memorable than digital media. Additionally, direct mailers also outperform digital ads in regard to recalling your brand. With direct mail, 75% of people recall the brand on a direct mail piece compared to 44% from digital ads.
REACH A LARGER AUDIENCE
You can reach a larger demographic using direct mail compared to electronic advertising. This is especially true if your target audience is not likely to be using social media or email.
DIRECT MAIL IS INTERACTIVE
When someone receives a piece of direct mail, they have to do something with it. Whether they throw it away, toss it on the counter, or hang it on the fridge, they must have some form of interaction with it. This significantly increases the retention of the mailer. Direct mail can also be designed using 3D graphics, cut-outs, pop-ups, or scratch-offs to create a more interactive experience.
LOWER COMPETITION
Since many companies are turning to digital marketing rather than direct mail, there is less competition in direct mail marketing. Therefore, it is easier for your company to get noticed using direct mail than it was a few years ago.
SHARED MAIL VS. STANDALONE MAIL
SHARED MAIL
Shared mail is where advertisers share space within direct mail marketing, also known as marriage mail. Examples of shared mail include a Clipper Magazine or Valpak. With shared mail, there is already a predetermined mailing area. Therefore you do not need a mailing list, and the companies advertising all split the cost of postage. This is a way to make direct mail marketing more cost-efficient to be as low as a few cents per household. A business has many sizing and placement options with shared mail. The ad could be a single flyer in an envelope with other ads or a full-page ad within a circular.
STANDALONE MAIL
Standalone mail is when an ad is not grouped with other advertisements and is by itself. Examples of standalone mail are a single postcard or catalog. This type of direct mail is more expensive than shared mail as you have to pay for everything including a mailing list. However, you have endless options to format, present, and be creative with your message.
TYPES OF DIRECT MAIL MARKETING
Direct mail marketing has five main categories, with each having their abilities and target audiences.
MAILING LIST OPTIONS
SATURATED MAILING LISTS
A saturated mailing list has fewer targeting options therefore the cost is lower. This type of mailing list is effective if you want to reach the majority of people within one geographic area. The direct mail is sent to entire zip codes. Saturated mailing lists are best for reaching large crowds to announce events, new products, or new locations.
TARGETED MAILING LISTS
A targeted mailing list allows you to reach specific demographics and filter by geographic and psychographic characteristics. Due to the in-depth targeting, this mailing list is more expensive. A targeting mailing list can lead to better response rates as it reaches a more qualified audience.
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