When you get home from work, you quickly skim through your mail. You pull out the bills and newspaper, and then scan through the advertisements. Some you might discard immediately as spam, but others might catch your eye—the 50% off coupon to your favorite store or a notice about an upcoming sale at a grocery store, for instance.
Some people mistakenly think that this picture of the typical American consumer is no longer accurate. However, a huge number of people still either scan or thoroughly read the print ads they receive—at least 79% of all households, according to one recent study. And far more people check their direct-mail print ads than sort through their email spam box without automatically deleting its contents.
If you want to reach more consumers, direct-mail print advertising is essential to your marketing campaign. Read our blog post below to learn more about direct-mail advertising, including what it is, how it can help, and how to start implementing it.
What Is Direct-Mail Advertising?
Direct-mail advertising typically refers to targeting consumers via mail with customized discounts, offers, or other promotional materials like newsletters. These days, you can use both regular mail and email to reach consumers, though the creation of a “promotions” tab on Gmail and other common email providers has made reaching customers through email a little more challenging.
Direct-mail advertising is incredibly diverse. Depending on your company and marketing strategy, you can use postcards, coupons, brochures, catalogues, sales letters, and much more, all uniquely customized to your target audience.
How Can Direct-Mail Advertising Help?
Direct-mail advertising offers businesses several unique benefits, including the following.
It Connects Marketing Campaigns
Many businesses use direct-mail advertising to connect multiple components of their marketing campaigns. For instance, they’ll include their website on the print advertisement to tie their print and online advertising campaigns together.
No matter what industry you’re involved in, your business’s advertising campaign will reach more people if it relies on multiple channels to draw in audience members. When you switch from single-channel marketing to multi-channel marketing, including direct-mail advertising, you’re likely to experience an increase of three times the advertising return on investment.
In general, consumers are more likely to visit a website they find on a print advertisement than to click on a website’s link in a sidebar ad. People shy away from sidebar ads because they worry about computer viruses or fraudulent ads. As a result, most consumers (including Millennials) view print advertisements like direct-mail ads as more trustworthy than any other type of advertisement.
It Reaches All Ages
Some businesses think that only older consumers skim through print ads, which means that if their business targets a younger target audience, they shouldn’t rely on direct-mail ads.
In fact, the opposite might be true. According to a long-term 2014 study conducted by Beasley Direct Marketing, 18-year-olds to 24-year-olds are the most likely age group to respond positively to direct-mail print advertising.
As mentioned above, switching from single-channel marketing to multi-channel marketing offers a large return on investment. Some business owners are hesitant to add new marketing strategies, though, especially if they’re concerned about costs.
Fortunately, direct-mail advertising is usually quite affordable. You can minimize costs even further by researching your targeted audience more thoroughly—this way, you’ll increase your chances of sending direct-mail advertisements to those who are most likely to respond positively to your ad.
The size of your printed materials also factors into your cost. Your advertisement doesn’t need to be huge to catch consumers’ attention; inserts, which are relatively small, cost little and reap large dividends. Similarly, you don’t need to pay for a lot of text on your printed ad. Most customers appreciate an ad that tells them only what they need to know as straightforwardly as possible.
How Can You Get Started?
If you want to add direct-mail marketing or any other form of print marketing to your business’s campaign strategy, meet with a representative from Flottman Company. We’ll assess your company’s marketing needs and discuss your marketing strategy to help you launch a successful advertising campaign.