What Are the Pros and Cons of a Direct Mail Advertising Campaign?

If you are considering a campaign to get your brand name out to more people or to promote a particular product or service, you may be pondering the benefits of postcard marketing or something similar. Direct mail advertising definitely has its place in the marketing world, but many people have moved to digital means and are missing out on this traditional form of advertising. So, what are the benefits of sending advertising mail directly to existing and potential customers? And do the positives outweigh the negatives?

The Benefits of Direct Mail Marketing

According to the experts at direct mail advertising company Full Tilt Direct, this form of marketing has the potential to attract new customers – and keep them. With the right research, you can target a specific audience to get the greatest results.

The choice of marketing materials you use will also provide you with the ability to give your customers all the information you want, in one place. For example, a flyer that is printed on both sides can include information about your company, testimonials from satisfied customers, as well as a fantastic, discounted offer for new customers.

By including a specific discount code on your printed material or asking customers to bring the flyer with them to get an offer, you can easily track the response rate from your campaign. This will allow you to measure the return on investment.

Direct mail sent to a household has the ability to reach more than just one individual. Compare that with an email that might be quickly deleted without the intended target even reading one word. When done right, direct mail can engage with more than just one household member.

Disadvantages of Direct Mail Marketing

As with everything, direct mail is not without its downsides. There is the initial cost of having the materials printed up, and then every item will need to be mailed separately to the specific individual. This type of advertising is also more labor intensive than email marketing, thus increasing the costs to the business.

It is also worth remembering that unlike digital forms of advertising, direct mail is not instantaneous. This means that it may not always be suitable, particularly when you are trying to promote something that is time sensitive, like a specific event.

In a similar fashion to junk email, there is a risk that the recipient will trash your materials without even reading them. It is therefore important that you grab the reader’s attention straight away.

Do the Benefits Outweigh the Negatives?

There are pros and cons associated with direct mail marketing, but for most businesses benefits definitely outweigh the negatives. If you are prepared to put the time and effort into your campaign, you should see a high return on investment. However, this type of advertising needs to be done right.

You will need to make sure that the information you provide is valuable to the reader. Those in the know recommend using short and clear text to get the message across while ensuring that you are providing something that the recipient will want. You need to include a powerful call to action that will yield results. And above all, you need to make sure that your content is reaching the target audience. This means acquiring a useful mailing list that is free from errors and that relates to people who are most likely to want what you are selling.

A direct mail campaign needs to provide the information you want, coupled with an incentive for the reader. If you get this right, you will see fantastic results.

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