As marketing strategies evolve and our reliance on technology increases, there are a lot of people out there who say print direct mail pieces are a thing of the past. However, we have to kindly disagree. When’s the last time you’ve been by a house that didn’t have a mailbox? Now that I think about it, I don’t know if I have ever seen such a thing. And why is that? I’d venture to say it’s because we are in no way ready to survive without our traditional postal system. No matter how much we adore our online bill pay and in-store email promotions, we aren’t ready to give up our traditional mail either. So for me that means one thing: direct mail still has a place in our marketing strategies.
If anything, I would venture to say that traditional direct mail pieces get more face time than many email pieces these days because they are more “rare.” We’re used to mass deleting our junk email, but we’ll still take a minute or two to sort through the promotional mail we get at our house. So assuming I am right, and direct mail is in fact going to be around for the long haul, here are a couple of things to consider when designing your campaign:
- The package is as important as what’s in the package. If you are sending product samples or promotional products, put as much thought into the package design as you do to the product itself. The main goal is to get the envelop opened. One sure-fire way to make that happen is to make the envelope lumpy. If customers can feel something inside the envelope their curiosity will get the best of them and you will be one step closer to more business.
- Send pieces that provide value. The term direct mail and junk mail are often used interchangeably. It’s your job to beat the stereotype and stand out. By providing value to your customers your piece avoids the recycle bin and drives business.
People today could choose to conduct their entire world online, but they don’t. To market effectively in our diversely connected marketplace, remember the vital role direct mail still plays.