Direct mailing is one of the forms of direct advertising. Most often it takes the form of a paper mail piece which is delivered to the mailbox of a potential addressee. That correspondence usually includes a letter in various forms, with a personalised message and an image. Moreover, direct mailing can take various spatial forms and include interactive elements like windows, perforations or labels. They have one objective, which is to focus the recipient’s attention and increase the memorability of the product and service. You can also use it to give out various types of promotional materials, such as brochures, catalogues, product samples or more creative forms (e.g. 3D cards and invitations). A self-mailer, which is basically a letter and an envelope in one, has become quite popular because of its cost-effectiveness.
Direct mailing, in addition to the classic letter, can take various spatial forms and include interactive elements like windows, perforations or labels. They have one objective, which is to focus the recipient’s attention and increase the memorability of the product and service.
Mailing campaign Step-by-step
Now, that we know what direct mailing is, it is time to have a look at how to plan a mailing campaign step by step – so that it brings expected results. The very first step comes down to defining the goals. For some, it will be an increase in product sales, for others it may be customer base extension. When you plan a mailing campaign, you should take a couple of factors into account, meaning its budget, territorial scope and target group. Also, the entire technical base should be prepared properly in case the campaign results meet or exceed expectations.
Mailing campaign – factors to consider
Defining the target group is a key factor. Therefore, one should be diligent addressing the direct mail pieces correctly to make sure vast majority reach the intended customer. Last but not least, consider personalization. Individualized pieces turn out to be much more effective than general messages. The advantage of direct mailing is the possibility of enticing the customer with small gifts. This allows you to make a good lasting impression and create a long-term relationship with the consumer. Finally, the mailing campaign should be reviewed with special focus on its effectiveness to see if and where there is room for improvement.
Advantages of direct mailing
Measurability of the effects is not the only advantage of mailing campaigns over other forms of marketing. Direct mailing allows you to build lasting relationships with the customer . A mailing campaign can be an element of a more complex marketing strategy, the aim of which is to establish interaction with the consumer by getting him to act. A mailing campaign gives you the opportunity to stand out from the competition with an unconventional form of communication (e.g. pop-up box) and induce customer engagement through the use of, for example, marketing scratch cards. Direct mailing allows you to personalize the content sent and, most importantly, affect all the senses of the consumer.
Direct mailing allows you to build lasting relationships with the customer . A mailing campaign can be an element of a more complex marketing strategy, the aim of which is to establish interaction with the consumer by getting them to act.
Mailing campaigns are used by companies that care deeply about creating and maintaining a coherent and powerful brand image. Direct mailing is used in various industries, e.g. beauty- affixing samples of products, or e-commerce – offering discount codes for regular customers. Traditional mailing campaigns complement online marketing. Creative, sensual and engaging marketing products is EDC Expert’s speciality. Check out our website for examples of mailing campaigns implemented so far. Do not forget about this form of advertising and brand building. There is a lot of power in direct marketing. Use it!