There was a time not so long ago when a lot of marketing material dropping through the letterbox was dismissed as ‘junk’ mail. However, that is changing, according to the owner of a company that specialises in direct marketing and printing.
Alastair Smith, who runs Print & Mail Runner, which is based in Hexham, Northumberland, says that posted marketing material, known as direct mail, is making a comeback and it could, in part, be down to the dramatic reduction in post that we receive.
He said: “We are seeing a resurgence in enquiries from companies that want to send direct mail as part of their marketing.
“Over recent years we saw a lot of marketing migrate to email but now people receive so many emails that it gets lost. However, with people receiving much less mail through the post than they did before, an item dropping through their letterbox has become a bit more of an event.
“An email is very transient but a printed newsletter or a magazine or brochure has much more stickability, especially if the content is relevant to the person receiving it. A printed item is more likely to hang around and be passed from person to person.
“People do like to receive personalised mail and direct mail is still one of the most effective ways to get your company’s products and services in front of the people who matter.
“In a recent survey carried out by Acxiom, 57% of respondents said that they were okay with receiving post from companies with whom they’d never done business. Compare this with only 8% who said that text message marketing was appropriate and you can see why direct mail is again becoming a popular choice for marketers.”
Print & Mail Runner as drawn up a top ten list of hints to help customers get the best response from their direct mail campaigns:
Decide what you want to achieve from your direct mail
When putting together your direct mail message, revolve it around the needs of your potential audience
Giving incentives is a great way of making your direct mail work by encouraging recipients to respond to an offer
Keep sentences and paragraphs short so people can read them quickly
Make sure your direct mail piece reflects your company branding
Use your direct mail campaign as an opportunity to drive people to your website and publicise it on social media sites
You only have a short amount of time to make impact with your direct mail campaign so write a headline that grabs the attention
Your message should set out what action you want recipients to take
Use a reliable mailing list with correctly named people
Seek professional help if you want your direct mail campaign to look, sound and feel professional but you don’t have the capabilities to manage it in house.