Against the backdrop of constant online advertising and other tech-based campaigns, Antalis is reminding dealers that direct mail still has a crucial part to play in the marketing mix.
According to recent estimates, we receive an average of 121 marketing emails per day in contrast to just two pieces of direct mail; constituting 6,050 per cent more. However, that is not to say that the appeal of direct mail is over. A report by the Royal Mail has found that 51 per cent of consumers want to receive both mail and email from the organisations they deal with, while a further 17 per cent only want to receive mail.
Cassie Booth, Marketing Manager for Office at Antalis said, “many of us are now so conditioned to spending the majority of our day staring at a screen that we forget that there are other forms of communication, and ones that we should probably be using, to reach out to our customers. In fact, with people receiving so many e-marketing communications each and every day, a tangible piece of direct mail can be a much better way to capture their attention and create stand out.
“The good news is that there are infinite possibilities today when it comes to paper, print, envelopes and stickers; offering dealers with wide creative scope to create a completely unique concept guaranteed to lure prospects to open it.”
Antalis offers the following tips for customers looking to maximise the direct mail opportunity:
Set your objective What is the purpose of your mailing? What is the call to action for the customer? How many responses would you class as a ‘successful’ campaign?
For endless designs ideas visit websites such as Pinterest. Simple die cut designs can bring an ordinary mailing to life.
Go for Quality over Quantity
Test the water with your direct mail campaign rather than send it out to the masses. You can request samples of many papers and envelopes ranges available from Antalis.
Don’t just try and attract new business - direct mail open rates to new prospects are increasing, but don’t forget loyal customers too. The biggest gripe many customers have is not being acknowledged for staying loyal to a company or product.
Be consistent and persistent
Don’t just stick to sending one piece of direct mail. Follow it up with an email or a phone call, followed by a further piece of direct mail a few weeks later. Be proactive in communicating with your customers and prospects and you’ll reap the rewards.