How Direct Mail Services Still Play a Part in Marketing

25 June, 2019

Many marketing gurus like to preach that direct mail is dead in the water. “Don't waste money,” they say. “Social media and pay per click campaigns is where it's at,” they proclaim.

But have you ever stopped to think how many companies are receiving the same advice, and how many of your ideal buyers get bombarded with sales emails every day, only to click the trash button and swiftly move on to more important matters?

The truth is, while everyone is busy competing for prime real estate on search engine results pages, a few smart organisations are using tactical direct mail marketing to place their brand's message directly into the hands of their potential audience, engaging their attention far more effectively.

What is direct mail marketing?

Direct mail marketing is a business activity whereby your company sends tangible mail to a targeted audience, directly to their physical mailbox. Your content can be sent in the form of:

  • catalogues;
  • postcards;
  • brochures;
  • coupons;
  • letters;
  • "lumpy" mail.

Is direct mail still effective?

The best way to answer this question is to think about what you get in your own postbox at home. Most of us will receive promotional mail, and when we do, we have to sort through it along with the rest of our deliveries. That's a physical interaction, a moment where the company's logo, branding and message is in our hands. According to reports, 80-90% of direct mail gets opened.

It's essential to integrate your direct mail marketing campaign into your overall marketing mix to maximise the return on investment. By having clear calls-to-action that prompt recipients to visit your website in order to redeem a voucher code, you will be able to track and measure the effectiveness of your direct mail marketing.

Direct mail marketing is a great way to build brand awareness in new markets because it's clear, simple and easy to understand, plus it engages the senses of touch, sight and smell, helping your business to make a more lasting impression. Part of the reason is that direct mail allows for greater creativity and personalisation: you can customise your postcard designs or fold your mail in interesting ways, while lumpy mail will enable you to send samples and tasters that really help to get your product through the door.

What direct mail services do Asendia provide?

Asendia's team of direct mail experts can help you every step of the way. From conceptualising and planning your campaigns to producing, distributing and managing responses. This is particularly reassuring if you are entering a foreign market and have no experience in dealing with that country's postal services, customs policies or buyers. Asendia can give you sound market advice and guide you towards creating the most effective mail for that particular market.

We have solutions for businesses of all sizes and varieties because we have decades of experience and a robust network of international postal service providers.

A great example of how we've helped clients through our direct mailing services is the work we do for Frieze, a media and events company that acts as the go-to resource for contemporary art and culture. They came to us in 2014 looking to outsource their printing, sorting and mailing of VIP invites and tickets for their Frieze Art Events in order to free up time and resources to focus on other aspects of the events they organise.

To find out more about how we helped Frieze, read our case study. Businesses like Frieze still rely on physical content to promote and run their events, proving that direct mail marketing is very much alive and well—and crucial to building a strong brand.

If you'd like more details about our direct mail services, get in touch with our friendly and experienced team.

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