Why Direct Mail is Booming

In a nutshell, direct mail is a way of communicating with your consumers directly to their homes. It allows you to target your audience according to location and demographic profile.

There are many different direct mail marketing pieces, such as postcards, flyers, coupons, magazines, envelopes, wraps, and more. While your audience is bombarded with digital messaging all day, direct mail breaks through in an authentic, unexpected, nostalgic and tangible way.

Some of the best ways to use direct mail for your brand include:

• To promote a deal, discount, offer or rebate to your target audience and gain new customers.
• To update customers about upcoming events, new service roll-outs, loyalty milestones, and rewards
• To introduce your product or service to a specific area and/or demographic
• To drive traffic to your website, online store, or social media profiles
• To showcase a loyalty program or send a personalized thank you card to your existing customers.

The Current Direct Mail Opportunity

Overall, direct mail performance and engagement continue to climb. According to Canada Post, 92% of people surveyed read direct mail, and 71% share it. Direct mail isn’t just a great opportunity for your brand – it’s a missed opportunity if you don’t use direct mail as part of your integrated messaging strategy. If you want to drive traffic to your website or social profiles, keep in mind that the number of people venturing online after being prompted by an item of mail increased 88%.

So, what does this mean for results-oriented marketers?

It means there’s an opportunity for you to get your messaging directly into the hands of your target audience – while they’re at home, receptive, and ready to engage.

Shared Direct Mail

Shared direct mail is a piece of direct mail featuring local, regional and national advertisers who share the cost. It’s significantly less expensive than solo mail, often costing mere pennies per targeted household for design, printing, and mailing combined. Shared mail is ideal for businesses seeking to attract customers and drive sales.

• Share the cost of mail with local, regional and national advertisers
• Reach 90% of Canadian homes at a fraction of the cost of solo mail

Solo Direct Mail

Solo mail is a stand-alone piece of direct mail that is uninterrupted in the mailbox. This allows us to target a unique mailing list based on your advertising goals. Using billions of data points, we can send solo direct mail to your audience based on thousands of attributes such as location, home type, demographics, personal preferences, and the behaviors of your ideal customer.

Then, you can track your results to help optimize subsequent campaigns so we can put together a mailing list that reaches consumers who are most likely to be interested in your brand.

Print in a Digital World

If you don’t incorporate direct mail advertising in your marketing strategy, you are missing out. Direct mail is an effective way to raise awareness among your target audience and increase overall conversions. For example, 92% of people say they read or scan their mail daily. That’s an incredible opportunity that you can use to your advantage. Plus, the response rate for direct mail is more than 30 times the response rate for email.

Overall, print and digital marketing are both effective, but they become even more powerful when combined using data and analytics. In fact, 186% more time is spent with integrated direct mail and display campaigns than display only, So, consider integrating technology such as QR codes to link your print media with your digital content, exclusive offers, and more.

Data-Driven Direct Mail

Here’s some more good news for marketers: Direct mail can be leveraged with data. Similar to digital marketing tactics, first-party customer lists and third-party data can be used to help you target the right person with the right message at the right time through the right channel.

As our inboxes get more cluttered, our mailboxes have become prime real estate again. Technology has leveled up what’s possible with direct mail. Artificial Intelligence technology allows us to help brands learn more about their target audience. Tracking how a recipient interacts with a direct mail offer or whether it results in a call, product trial, or purchase is easier than ever.

Then, reach your customers in three different data-driven ways:

One-Too-Many

• Target customers who match your preferred geographic profile
• Reach broadly to every home, apartment, and businesses in a select neighborhood,
• Deploy quick-to-market campaigns easily

One-Too-Few

• Apply geographic, demographic, and lifestyle insights to select postal codes
• Maximize acquisition dollars by targeting new customers only
• Leverage postal code data to reach prospects who share the attributes of your best customers

One-Too-One

• Deliver targeted marketing messages
• Deepen connections with existing customers
• Reach new potential customers
• Maximize customer loyalty initiative

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Written by Jordan-Stevens