What seemed to be a trend of the past, direct-mail marketing has recently gained popularity again with companies among the effects of the coronavirus. Consumers have also been appreciative of this approach, as customers feel valued by the businesses they buy from. This marketing strategy is becoming an important factor in the “new normal” that the pandemic has created and your own business should consider adapting this to your own advertising plan.
Pros and cons of direct mail marketing
Whether your brand decides if direct-mail advertising is worth implementing into a marketing plan or not, will depend on what your company is looking to get out of it. Is your company a start-up with little to no online presence and trying to gain attraction? Have you just opened up a store in your local community and want to spread the word? Is your target audience more likely to be interested in paper-form advertising? Does your target audience even use the internet or can only be reached through the mail? These are all the questions your company should be considering when developing a direct-mail marketing plan.
What are the advantages of direct-mail advertising?
For small local businesses or companies with a specific target audience, the advantages of direct-mail advertising is mentioned below:
What are the disadvantages of direct-mail advertising?
Mentioned below are some disadvantages your business should be aware of while taking on direct-mail marketing:
Knowing the answer to, “what are the advantages and disadvantages of direct marketing?” will help your company better plan its direct-mail marketing strategy, along with identifying your target audience and understanding your store’s best approach needed for success.
Direct-mail marketing examples
When your own brand takes on direct-mail marketing, the below examples are great ways of showing how your own company can take full advantage of this approach and put as much creativity as possible into making a successful strategy.
1. Green Belgium: Water company Green Belgium had sent out interactive mail to their target audience and companies that were associated with its brand. In an effort to grow its presence, the business sent out mail to celebrate World Water Day, which instructed recipients to hold the mail under water until a message appeared. Green Belgium, from this creative direct-mail marketing strategy, was able to gain attraction as people shared on social media the cool effects of their water-inspired message.
2. Nestlé: As the food company Nestlé was launching its new candy bar, the Kit Kat Chunky, it decided to utilize direct-mail marketing by sending consumers mail “apologizing” for not being able to send the candy directly through the mail because it was too chunky. The mail also offered a coupon giving one free Kit Kat Chunky bar to consumers for their next visit to the grocery store. Nestlé did a great job of bringing brand awareness to its newest campaign as well as encouraging people to try out their new product.
3. LavOnline: Young professionals were targeted by LavOnline to help increase sales and traffic to its online laundry services using direct-mail marketing. The audience was asked to “squash” a fake tomato onto the mail that was in the shape of a white button-up shirt, to show consumers that they would need a laundry service to fix the dilemma. LavOnline’s marketing strategy helped the brand convert 32% of the targeted audience into customers.
As part of post-pandemic marketing trends, direct-mail marketing will help reach desired consumers in a personalized manner. The use of direct-mail strategies allows businesses to not only market themselves and their messages, gain brand awareness, and potentially increase sales, it also shows that these brands truly value their customers.
Hannah O’Brien writes for the digital marketing agency Aumcore, which specializes in generating a prime digital experience paired with a top-notch content marketing plan.