This guide is designed to give our readers a comprehensive overview of direct mail as an advertising medium and how it can be used by businesses to maximize their company's profit potential. In it we outline what direct mail marketing is, how to successfully deploy mail as part of an integrated marketing campaign, and what the future holds for direct mail and marketing as a whole.
Marketing and advertising is one of the oldest institutions in the world and, without it, the world would be entirely different place. Direct mail is one of the most integral pieces in the wider marketing puzzle and is seeing a renaissance of relevance and effectiveness in an otherwise increasingly digital world.
If you're unsure, proof of the importance of direct mail marketing to the advertising world is in the millions of dollars spent each year on direct mail campaigns and moving forward, advertising budgets are only expected to increase as brands see positive results of modern direct mail technology in their marketing mix.
For any marketer looking to maximize his efforts in 2016, this guide will hopefully serve as the a resource for seeing his campaigns exceed expectations and realize the full potential of what is one of the most valuable and relevant forms of marketing currently in existence.
The world of direct mail is ever-evolving. New advances, innovations, and technologies inevitably emerge each year that typically enhance the effectiveness of direct mail marketing campaigns. However, these innovations can sometimes give rise to new challenges for marketers and understanding how to overcome these will be imperative in 2016.
2016 is sure to be another impressive year for direct mail and there's no doubting it will remain one of the most pivotal cogs in any company's marketing machine but it is important to be aware of potential obstacles and challenges marketers face in the world of direct mail because "forewarned is forearmed," as they say.
As with many forms of marketing, direct mail must evolve in order to remain as effective and efficient as it's been traditionally. This is especially true to keep up with the ever-growing realms of digital and social media marketing.
Direct mail is one of the oldest and most successful forms of marketing to specific groups of consumers. There are multiple factors that have allowed it to remain a leading strategy for many companies whose goal is to achieve the optimum return on investment.
For objectives such as building brand awareness and encouraging consumers to take action, direct mail marketing still delivers results and offers innovative advancements to the tried and true method. Thanks to integrations with CRM and tracking tools, direct mail marketing maintains a strong and effective position among the many tactics offered to businesses today.
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It goes without saying that marketing can make or break a business, as it is essentially the business' voice to its intended audience. Therefore, marketing is instrumental in getting your company recognition within your industry.
Regardless of industry, business today can be a minefield fraught with obstacles that need to be overcome and/or negotiated. One of the best tools any company has in their arsenal for competing effectively is their marketing department. However, marketing is a multi-faceted bow with a multitude of different components that all need to work in perfect harmony to be truly successful in driving your company's brand awareness and revenue forward.
Being a successful business in this day and age is becoming increasingly difficult as more and more competitors inevitably emerge within your marketing space. Standing out from the crowd can often seem impossible.
This, of course, is where marketing comes into play. Grasping a number one position in the public consciousness may be your ultimate goal. You want your business brand to be top-of- mind when making purchasing decisions. This calls for multitude of strategies, but it is essentially about building brand awareness.
However, there are a variety of marketing endeavors that companies can undertake to enhance the recognition of their brand and few are as effective as direct mail marketing. It really can solidify a brand's message into the mind's eye of the consumer.
There are a lot of levers that need to be kept in mind when it comes to successful direct mail marketing campaigns. But few are more instrumental than making sure that you've effectively segmented your database.
Making sure you correctly segment your database of customers is something that, in principle, sounds simple. But in actuality, it requires some strategic thinking and work to ensure you send the right direct mail communications to the right customers.
With a variety of ways and methods that can be employed to properly segment your direct mail database, it's important to consider them all. Then, make a decision based on the merits of each method and how they will best suit your market segments.
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How personalized are your direct mail postcards? The more closely your postcards match the needs and interests of their recipients, the higher your campaign's total response rate will be.
Many businesses use a one-size-fits-all marketing approach that focuses far more on quantity than quality. Their direct mail postcards are largely impersonal, with little distinguishing one recipient's postcard from the next.
There are two common objections to including variable data such as a recipient's name on direct mail postcards. The first is that it's expensive. The second is that it's extremely work intensive and time consuming.
Luckily, there's a way to personalize your postcards without having to spend more – either in time or cash – to launch your campaign. The solution is variable data print, which allows you to quickly and easily add custom information to your postcards.
Although direct mail is a great marketing tactic for retailers, it's far from the only way to attract retail traffic. From radio advertising to signage, a there are a wide variety of marketing techniques that are highly effective for retail businesses.
One of the best ways to capture walk-in traffic for your retail store is through the use of signs and posters. A well-placed poster can catch the attention of passersby and encourage them to step into your store.