While digital marketing is important, print collateral offers a variety of unique benefits that make it an effective tool for marketing your business and converting customers. In fact, many marketers and agencies find that traditional direct mail often outperforms its digital counterpart in terms of ROI.
A Message of Value
When receiving a piece of physical direct mail, consumers feel as if they are being personally valued by the company that is reaching out to them. This is a big difference from the onslaught of unsolicited emails they receive on a regular basis. Moreover, they will see that the company invested time and money into creating their piece of marketing collateral, which makes them feel more connected and engaged with the brand.
A First Impression Matters
Unlike an email that might get lost in a sea of spam, a well-designed direct mail piece grabs attention instantly and can be easily viewed in a busy environment. Choosing a high-quality paper and envelope can also help increase the perceived value of the item, which may result in an increased response rate.
Incorporating Interactive Elements
Using elements that encourage interaction such as scratch-offs, pull tabs, stickers, and augmented reality experiences enhances engagement rates and helps to create an overall positive impression of the campaign. These types of interactive features are perfect for direct-response campaigns, where the main objective is to generate more inquiries, leads, and sales.
Personalization
Adding a person’s name to the mailer increases its relevance and effectiveness. This can be done in a variety of ways from addressing them by name to referencing past conversations. Including a personalized coupon with their specific discount offer can also boost performance. Variable data printing is another way to incorporate a personal touch into your direct mail.
The Power of Words
While pretty design is an essential element to any marketing strategy, a successful direct-response campaign relies on salient selling arguments that are supported by facts and proof. Getting these words right is essential to generating a higher response rate and conversions.
Direct mail gives you the freedom to write in a more compelling style and use words that are more persuasive than those typically used in branding campaigns. Moreover, you can include freebies, special offers, and guarantees to further enhance your campaign’s impact.
With the ability to easily integrate with your digital marketing efforts via PURLs and QR codes, you can provide a seamless experience for your audience that will increase engagement rates and maximize your ROI. Moreover, the feedback generated from your unique codes will provide valuable insight into what is working and what is not. This will help you to better target your future campaigns for optimal success.