Who doesn’t love getting things in the mail?  But is it still a viable option for brands and companies looking to make a splash and gain attention and customers?  Our Digital Marketing Manager Christy Wawrzynowicz has a few ideas.  

Is The Mail Dead As a Way of Marketing?

Fear not – direct mailers are very much still alive but are used in very different respects to date. For instance, local businesses like restaurants, landscapers, realtors, and dentists benefit by mailers within a certain geographic radius from the business location. You can work with a direct mail house to target certain neighborhoods, demographics, and zip codes that align with your target customer. Using bulk mail at 1,000 pieces or more can reduce the cost on your marketing efforts. 

For Small Businesses

The most common for a small business is a postcard that can be viewed without having to open anything. Coupled with a great design and offer, these postcards will drive traffic to the business and provide a good ROI. Additionally, direct mailers can be used to complement local SEO efforts using Google My Business and Moz Local for maximum exposure. 

Because of the pandemic, many networking groups that connected small businesses and independents have been put on hold. In light of that, the best reach for a local small business owner is now a combination of social media and online marketing. If you happen to be a local business owner that wants to concentrate your efforts on a certain geographic area, then add direct mailers to the mix and measure the return by using a specific offer.

For Larger Businesses

Now, if you’re a larger company doing business-to-business marketing, you’ll leverage mailers pretty differently. In our experience, we’ve seen a lot of promising returns when businesses go full-on ham and send swag boxes after a webinar or virtual event. If that’s your route, it’s best to design a branded swag box to allow the brand to resonate and create an emotional connection through a thank you gift. A few carefully selected brand goodies will help keep your company top of mind. For example, here is the custom box that we at CultureCraft sent to our own clients this past winter as a thank you for the opportunity to work with them.

Considering Direct Mail Marketing? Ask These Questions…

1.     Can I use it as a complementary marketing tactic with other efforts that I am already doing for brand awareness? You should be using multiple tactics to reach your target customer rather than relying on just one channel.

2.     Do I understand who my target audience is and how I can target them? Take the time to list out the demographics and qualities of your target customer and then drill down on what type of mailer would be best.

3.     Who will I use to design the mailer? A good representation of your brand will always shine through with great design. Spend the time to put together a quality piece with the right offer and message for your brand.

If you can ask yourself those questions, and follow through on the answers, you can take back the mail and use it as a force to keep elevating your brand.  Best of luck! 

For more ideas on how CultureCraft can help YOUR brand grow, check out our services here!