Shining a new light on Direct Mail
The continuing spread of Covid-19 has unfortunately had a huge effect across the business world. For most companies, dealing with the combination of economic lockdown and furloughed staff has transformed the way their business operates.
However, marketing your brand and getting your message to your customers still remains as important as ever, and many companies are now seeing a greater opportunity for direct mail.
Physical communication is powerful
With most people currently either working from home or spending their days at home, the opportunity to get a piece of your mail directly into the hand of your customer offers a huge advantage for any brand. Offering something a physical can be a powerful way to deliver your message. For charities who have seen a huge fall in donation levels, direct mail also offers proven, valuable levels of engagement.
Stand out from the crowd
Although the digital world has seen a surge in activity, it often dilutes messages. At The DS Group, our targeted direct mail campaigns present your business with an opportunity to stand out from the crowd. Targeted direct mail has the power to stop people in their tracks and grab their attention.
The physical nature of the medium also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study ‘The Private Life of Mail’.
What’s more, direct mail offers a perceived value and importance, which is why the Government and the NHS have been using it to communicate key messages and health advice throughout this crisis.
Direct Mail to multichannel marketing
We live in an interconnected world, your customers expect you to communicate with them through the various channels they use. The companies that do this effectively see the best results. When you use campaigns that include both digital and direct mail, you, on average, receive 39% more attention than a digital-only campaign. Research shows messages delivered via direct mail can be powerfully motivating, with 92% of people driven to digital activity and 87% influenced to make an online purchase.
Get creative and have some fun
In these uncertain times, we need to think outside of the box and try new things. If you usually send letters or postcards, try a new format to gain more attention. Consider sending larger pieces, because they get higher response rates. If you are selling a high-priced item, consider using dimensional mail (explain – Dimensional mailers include boxes, tubes, containers, bags and other carriers that have length, width and height) in order to drive more sales. These are more costly to send, but the ROI is much better. Get creative and have some fun planning out your direct mail strategy!
The best time to market to people is when others are not
Marketing experts agree that continuing to communicate with customers during a crisis is vital for brands, keeping them front-of-mind for consumers that will want normal life to return as quickly as possible once this situation is over.
At The DS Group, we deliver an in-house, integrated approach to get your sales, marketing and branding messages directly to your audience. From initial concept and design to print to delivery straight into your customers’ hands.
Helping you get the results your business deserves.
The DS Group