– A good first impression

Direct Mail Marketing

What is direct mail marketing?

Direct Mail is a form of Direct Marketing where you personally approach your customers or prospects by mail or e-mail. You can reach a large group of recipients this way and still convey a very personal message. In both e-mail marketing and physical Direct Mail, it is possible to segment your address file. This allows you to send a specific message or offer to a selected group of recipients. The big advantage of the physical form of Direct Marketing, such as a Direct Mail or mailpack, is that the recipient gets something tangible in their hands. This creates a higher attention value than an e-mail, giving you the chance to stand out and leave a good (first) impression.
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moving customers

The purpose of Direct Marketing

The goal of Direct Mail Marketing is usually focused on response. Sometimes this is in the form of an actual purchase, but it could also be a registration for an event, a subscription to your website or a request for additional information. So Direct Mail often aims to move (potential) customers and incite them to action. This is also known as action marketing. Direct Mailing can also be an effective tool when you are aiming for loyalty or branding. Think, for example, of a card on your customer's birthday or a thank you after a recent purchase. Finally, Direct Mail Marketing is also used to provide information.
infinite possibilities

Why use Direct Mail as a marketing tool?

Why is Direct Mail so effective in achieving these goals? First, because it is a tool with endless creative possibilities. You can tailor form, colour and content entirely to your company, event or product. You can opt for a simple letter on sustainable paper, matching your sustainable policy. But you can also really unpack and send a package, giving the recipient a small gift through the letterbox, as it were. This gives you the chance to stand out, which is certainly a big advantage of physical Direct Mail compared to e-mailing. The personalised nature of Direct Mail also increases its attention value. Personal, physical mail is still more appreciated than an e-mail. As a result, your message is better read and stays longer.

Earlier, we mentioned the advantage of being able to reach a large group of recipients with a personalised message with Direct Mail. For marketers, it is also important for a marketing campaign to be easily measurable. Setting up a Direct Mail campaign is an investment, so it makes sense that you want to have insight into the results or returns (Return On Investment). Direct Mail is a measurable Direct Marketing tool. You know exactly who received the mailing, who responded or did not respond, and you can accurately calculate what your marketing campaign ultimately yields.

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The benefits

A cross-media approach

Your target audience almost never consists of a completely homogeneous group of people. Some prefer to research your product or service online, but there are undoubtedly customers or prospects among them who prefer to receive a brochure by post. So in some cases, when sending a Direct Mail, it is smart not only to refer to your website, for instance with a QR code, but also to add a reply card. A big advantage of a cross-media approach in Direct Mail campaigns is that you have other opportunities online to promote your company, product or service. Think of an online video, for example. And if you promote a great promotion, your online followers will naturally want to take advantage of it. You can share the link to your campaign page via social media channels and see in the statistics which channel generates the highest response. To increase the response to your Direct Mail campaign, you can choose to send a teaser or reminder mailing. We also call this a multi-stage mailing. Especially with a creative approach, this can make all the difference. If there was already interest in the first mailing but no response, a reminder can ensure that your potential customer still takes action. Want to know more about the unprecedented possibilities of Direct Mail? Then check out our case studies for inspiration. Het DM Bureau is a specialist in Direct Mail Marketing and is happy to help you make your Direct Mail campaign run smoothly. How do we do this? We would be happy to tell you in a personal, no-obligation conversation.a
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