Digital marketing might be the most fashionable side of brand promotion but it’s not the whole story. Rather there is still a “place in the market” for direct mail campaigns. As long as people have letterboxes, reaching out through mailing services is always going to be effective.
There are a few reasons for this. Direct mail, such as leaflets or pamphlets, can carry a relatively large amount of information, special offers, contact details or product information. Even when compared to e-mail, direct marketing can still have an edge, and the letterbox is closer to potential clients than the e-mail inbox.
So, direct mail does certainly deserve its place as part of your overall marketing strategy. Here are a few things to consider before you begin:
A shortcut is to look at what your competitors are doing, and preferably exceed what they’re doing. What kind of information do they carry on leaflets? What about special offers etc?
Be very careful with leaflet design. If you are in any doubt about the visual impact of your marketing materials then outsource to a professional copywriter.
The biggest cost when sending direct marketing through the mail is postage prices. Look very carefully at this and thing about ways of lowering the overall cost.
Finally, think carefully about to whom you send marketing materials, i.e. your key demographics. If you don’t do this then you’re essentially wasting much of your marketing output.
