Direct Mail Marketing is a type of marketing that is delivered directly to a prospect either through the United States Postal Service or any other delivery service. A colorful, creative piece of direct mail is a great way to catch a potential customer's eye and can be a fantastic way to drive business.

While most think of today's business world as mostly digital, when done correctly direct mail is a fantastic way to reach a whole different group of prospects.

What is Direct Mail Marketing?

Any physical mailer (whether that is a postcard, flyer, coupon book, etc.) that you send to customers to try to get them to patronize your business can be considered direct mail. The most important things to include on any potential piece of direct mail is something to identify your business, a logo works great, a call to action and a way for customers to reach you with any questions. Other than these you can be as creative or minimal as you wish, anything that you feel will help your business to stand out to customers when seeing your mailer.

How Does Direct Mailing Work?

It is Memorable

Getting a letter in the mail gives the person who received it the positive feelings associated with receiving a letter from a family member or friend in the mail. And adding a personalized touch to your direct mailing like a handwritten signature can evoke theses feelings even more. Small touches can make your mailer even more memorable, and a beautiful design will help to stand out from the crowd as well.

It is Interactive

Because your potential customers are actually physically handling your piece when going through their mail, there is no chance that your message can get lost in a crowded email inbox or sent to a spam folder. Including a promotional offer such as a coupon or exclusive sales that require engagement with the mailer makes them even more memorable and makes it much more likely that your prospect will keep and engage with them.

Better Response Rate

Because of the physical nature of direct mail postcards and other mailers, they become much more memorable to customers which makes them more likely to engage with your brand. In fact recent studies have shown that direct mailers can get as much as 30x the amount of response as the main form of digital marketing through direct email marketing.

It Can Have a Wider Reach

If your target demographic is less likely to use the internet, direct mail marketing is actually the best way to reach these types of customers. While digital ads would have missed them entirely, you are sending them a memorable, informative piece of mail that will be seen the minute the person goes to their mailbox. Though direct mail marketing is one of the oldest forms of advertising to potential customers, it is still one of the most effective ways for businesses to communicate with the people in their area. It is also a fantastic way to stand out from the competition, and with a well thought out and executed direct mail campaign is one of the best ways to shake up your company's marketing efforts.