You can choose to send your message to an audience of one or many – but either way you’ll know exactly who they are. With the use of data, direct mail allows you to target your communications so you choose exactly who gets your message, and who doesn’t. This level of targeting allows you to tailor your communications precisely to your target audience, test different messages in a more controlled environment and ultimately, ensure that your target audience receives relevant, timely messages.
You can easily measure direct mail results
As accountability for marketing spend continues to pressure marketers and agencies alike, the need to use media channels that can easily and accurately be measured increases. Direct mail is one of the most measurable of all media channels, meaning you can track results from initial response and requests for more information, right through to sales, repeat sales and ongoing retention.
Direct mail is tangible
Mail literally gets in the hands of your audience and once there, it can engage all of the five senses – sight, sound, smell, touch and even taste. Because it’s tangible, mail conveys a level of importance not easily attributable to other media and consumers value the information they receive via direct mail. Using direct mail also tells a consumer how important you are to them, as it says that you value them enough to send a carefully crafted message to them.
You can personalise direct mail
Personalisation has moved far beyond just putting someone’s name on a piece of communication. Personalisation is about tailoring both the message and the piece itself based on the characteristics of the target – and this can be as specific as each individual consumer, with the clever use of data.
Audiences engage with direct mail
Research has shown that 70% of promotional material received by households is read, filed or passed on, and over a third of recipients will respond if an offer is included. Direct mail allows your audience to choose the time they are most receptive to reading your message, which means they're far more likely to engage with it.
Direct mail complements other media
Campaign integration is much more than just ensuring creative spans the different channels you use. Direct mail can lead an integrated campaign by giving marketers the cut through they need to deliver their message to the audience, backed up by reach and frequency offered through mass channels such as TV, radio and print. Direct mail also drives response, which can then lead customers to personalised websites, SMS response or email follow up.
You can be more creative with direct mail
The tangibility of mail in itself offers an array of creative options, from different shaped or dimensional mail, through to the application of scent and the inclusion of samples. In addition, direct mail provides the opportunity to include in-depth information for your audience, which they can take in at their convenience.
Mail and brand
Direct mail is not just about getting an immediate response, it can also be used effectively to build brands. For more information on mail and brand, click here.
Open Up To Mail
Australia Post has recently launched an initative on behalf of
the direct mail industry, aimed at promoting the benefits of direct mail
to marketers and agencies.