Since digital ads often take center stage in brand marketing, one might question the relevance and importance of direct mail in driving brand awareness and engagement. Is it worth incorporating into your brand strategy or is it an outdated relic of the past? With 74% of marketers reporting that direct mail provides the highest ROI out of all channels and 70% of consumers expressing that they feel valued when receiving mail, direct mail is far from dead. The data says it all–DM is a critical component of your brand marketing strategy that can generate substantial impact while strengthening relationships with your target audience.

This is especially true with Gen Z being a key target for many brands. Not so surprisingly, a generation that has grown up overwhelmed by digital ads has reported positive feelings toward receiving physical mail from companies. The data shows that 88% of Gen Z consumers prefer when brands use a mix of digital and direct mail outreach, and 84% have scanned a QR code from physical mail they received, showing the potential of direct mail to drive engagement among consumers of all ages. And the benefits don’t stop there!

The Benefits of Direct Mail

It Helps Your Brand Stand Out from the Crowd

Nowadays, people are inundated with ads, making it challenging for businesses, especially new or small businesses, to leave a mark and connect with consumers. Direct mail ups your chances by allowing you to cut through the digital noise and physically deliver your brand messaging right into the hands of your target audience. When it comes to driving brand awareness, it’s important not to overlook the importance of direct mail to reach consumers with less competition than digital advertising spaces.

It Gives Customers a More Personal Experience

Direct mail campaigns are easily customizable, meaning you can make every customer feel like a VIP and more easily express how much your brand values their loyalty. With variable printing, it’s incredibly simple to segment your campaigns and send out mail to multiple types of customers at once, allowing you to connect with new customers effectively, lost customers, and everything in between with minimal effort. Direct mail can also help you customize your digital efforts and increase conversion rates by including custom URLs or QR codes on physical mailers that bring customers to tailored landing pages.

It Makes You More Memorable

Getting physical mail is a tangible experience fundamentally different from receiving email. Since customers are forced to hold the mail in their hands and take a look at it, it’s more likely to leave an impression on their memory. Plus, direct mail has a much longer lifespan. Digital ads only last until the customer scrolls on, but mailers can be held onto for future reference and take up physical space. Getting creative with mailer designs can improve memorability even further–don’t be afraid to incorporate unique elements or designs that encourage customers to interact with your mail in multiple ways.

It’s Versatile

Whether you’re a large corporation, a local restaurant, or a CPA, direct mail can help get your brand message out there loud and clear since it’s so easily customizable and can promote a wide variety of products and services.

How to Make the Most of Your Direct Mail Campaign

There’s a fine line between a direct mail campaign that drives conversion and one that ends up in the recycling bin, so how do you ensure you’re getting the results you want? It’s simple really–deliver value to your target audience and give them a clear way to interact with your brand. Here are a few key things to keep in mind when developing your direct mail strategy:

Focus on Timing & Personalization

Timing is everything. Be sure that your timing is intentional and personal, focusing on capturing customer attention during key points in their journey. For example, you can mail thanking customers for their loyalty and offering a coupon after they complete a purchase or when they join your email list, or send out birthday cards to make your customers feel extra special. Ensuring that your direct mail is relevant to where the customer is at in their journey with your brand can help maximize engagement.

Create a Call to Action

Direct mail can easily miss the mark if customers don’t have clear instructions on what to do next, so it’s important to include a call to action that makes it simple for customers to engage with your brand further. A great way to do this is to bring customers into the digital space through QR codes or custom URLs, which can transform direct mail outreach into website traffic and sales.

Let Creativity Soar

Mail doesn’t have to be boring, nor should it be. Send out direct mail that accurately represents your brand and what you have to offer. Don’t be afraid to get creative–whether that means incorporating eye-catching colors, unique design elements or shapes, or anything else that will inspire customers to get curious and take the next steps.

Utilize Data

Data is a cheat sheet for developing highly effective direct mail strategies that deliver valuable results. For example, A/B testing can provide you with the information needed to determine which type of mail to drive the most traffic to your website, maximize ROI, and connect better with consumers. It can also help you better target and time your campaigns by assessing when and where customers are most likely to engage. Using data to your brand’s advantage is essential in an increasingly digital age.

Let your next direct mail campaign soar with AlphaGraphics.

Give us a call and find out how we can help you develop a top notch direct mail campaign that will help you acquire new customers or engage current customers.