How to use direct mail in your marketing strategy

When it comes to marketing, there are few methods that are more effective than direct mail. Including direct mail marketing in the overall marketing strategy is vital to ensure that you have all your bases covered in terms of building a strong, loyal customer base that will support your brand through thick and thin. But where do you start when it comes to using direct mail in your marketing strategy?

Why use direct mail marketing?

Given the current competition for customer attention, it’s vital for small businesses to have lots of different options when it comes to finding cost-effective and attention-grabbing ways to communicate. Direct mail marketing provides a way to place your message into the hands of the people that you’re hoping to reach. You’re literally cutting out the digital delivery mechanism and instead making a direct connection. It’s also much less complex in terms of all the rules around data privacy (although in some situations caution is still advised).

Does direct mail marketing actually work?

Yes! In fact, it’s still the third most effective form of marketing. That’s why direct mail marketing is still used so frequently, whether that’s by a charity, a political campaign or by businesses that are looking to connect with customers. It’s not just a very tangible way to get your message out there but also a highly effective one too. Plus, the costs and effort involved are easy to quantify – you’ll need to factor in design, printing and postage rates and that’s it.

What’s the key to effective direct mail marketing?

There are two important components in direct mail marketing if you want to ensure that it will be effective. The first is to make sure that you have a compelling call to action, something that will make your customers want to get up and do whatever it is you want them to do. Second, there need to be clear instructions on how to do that – so, if you want them to use a return slip or visit a website you need to make it very easy to do this. Not only will you establish a connection this way but you’ll also get lots of useful data on response rates and how effective your campaign has been.

What are the options with direct mail marketing?

• Folded leaflets – These are easy to print and easy to read and provide a great way to convey lots of information to customers in a format that is simple to digest. From product promotions to marketing events, they are a great option.
• Postcards – If you’ve got great imagery you want to put front and centre of your campaign then postcards are the ideal way to make the most of it. Be sure to include a brief description of what your business offers and how it can address customer needs.
• Posters and flyers – An effective way to combine images and information – and ideal to hand out in a public setting.
• Response devices

Direct mail marketing has a lot to offer small businesses when you know how to work with it.

Whether you need a logo design, email or direct mail marketing, or are just in a real hurry to communicate with your customers, speak to one of our experts. No job is too big or too complex for CDP’s print management service team.