Personalized Direct Mail
Are you not receiving the feedback you’re looking for with your digital marketing campaign? If so, you might need to consider personalized direct mail marketing. Keep reading to learn how it can grow your business.
What Is a Direct Mail Marketing Strategy?
Direct mail marketing is a great way to reach potential and existing customers within their own homes. With this marketing strategy, companies can customize mail pieces for every avenue of their business using coupons, catalogs, menus, postcards, and more. When these arrive at your customer’s doorstep, they feel personalized and intentional.
This type of marketing strategy uses two main methods to reach consumers:
- Targeted mailing lists target specific demographics within a certain geographic area.
- Saturation mailing targets all households within a specific geographic area.
Benefits of Direct Mail
Personalized direct mail campaigns come with a whole host of benefits for your company that digital marketing simply can’t compete with. Here are some of its key benefits.
It’s Personalized and Targeted
One of the biggest benefits of personalized direct mail is that companies are able to target specific demographics within a certain area, such as:
- Household income
- Number of children
- Level of education
- And more
By filtering their potential mailing lists, companies can build a refined list of prospects without having to aggregate and analyze vast amounts of information online, as with digital marketing. With a highly-specified selection, companies can ensure that their marketing efforts will be successful.
Personalized direct mail campaigns also allow companies to tailor their advertising for each unique demographic. For example, a supermarket can send a household of six coupons for buying in bulk, knowing they will need to purchase much more food than a household of two or three. As a consumer, this feels personal, as if the supermarket recognizes their needs and has accounted for them with their offer.
According to the USPS, 70% of Gen X consumers feel direct mail is more personal than digital marketing, leading to higher response rates and customer service inquiries. The world may seem to be leaning towards digital, but direct mail still has its place in effective marketing.
There’s Less Competition in Mailbox
Many consumers are skeptical of online scams, which makes them wary of email marketing campaigns. With personalized direct mail, however, there are no questionable links to click, nor do your customers need to send personal information. This fosters a relationship of trust with your consumers right from the get-go, stimulating company growth. You can later provide referral codes and reach out to customers again and again, keeping them engaged with your brand.
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It’s Cost-Effective and Improves Response Rates
One of the biggest benefits of running a personalized direct mail campaign is that the cost is fixed to how many mail pieces your business sends out. Although you have to pay postage rates, people tend to respond more consistently to physical mail than digital campaigns. For example, research shows that direct mail campaigns have an average response rate of about 5%, which is much greater than that of digital campaigns. Personalized direct mail’s superior response rate helps your company gain more traction with consumers compared to digital campaigns.
Your Provider Oversees Production
To perform a personalized direct mail campaign, you need the expertise of a direct mailing service. These organizations provide research and recommendations that help you reach your target audience while staying within your budget. Your mailer oversees the execution of your direct mail marketing campaign, helping you reach a wide range of households and ensuring that you get the best response to your campaign.
What’s great about this process is, unlike digital or email marketing campaigns, you don’t have to know all of the ins and outs of the process to execute a successful direct mail campaign. All you need to do is approve your design and finalize your target demographic. Your provider covers the rest. With the expertise of a direct mailing provider, you can ensure that your mail pieces are designed, printed, and delivered in a timely manner.
It Pairs Well With Digital Marketing
Direct mail campaigns don’t necessarily have to stand alone. In fact, you can easily structure your direct mail campaigns to include multiple marketing channels for your consumers to interact with your company even after they put the physical mail piece down. For example, your direct mail can include QR codes, social media information, or even online-only offers. This multifaceted approach takes advantage of direct mail’s ability to convert consumers better than digital marketing.
Personalize Your Direct Mail Campaign with Presort
A reputable direct mail provider can transform your marketing campaign into one that consistently succeeds, instead of barely breaking even. Presort Inc., one of the premier direct mail companies in St. Louis, can help you achieve just that. We can help you streamline your list of prospects, establish the best marketing channels for your business, and even design your mail pieces. Once you’re ready to start your campaign, we’ll ensure fast turnaround times and an improved response to your campaign.
If you’re looking for direct mail in St. Louis, contact us today to start your journey.