All eyes are on the internet when it comes to marketing in the modern age, and you may find yourself running in circles trying to keep up with it all. If you think a direct mail campaign is hopelessly outdated among all those Google ads and weekly blog posts, think again. Smart mailers can complement your digital strategy, particularly in certain situations and markets. Here are three times when direct mail can be a real boon to your business.
1. You Want to Hang With the Seniors
Baby Boomers may have taken over Facebook by posting pictures of their grandkids, but smartphone and computer use drops off dramatically among people in their 70s and 80s. If your product or service is geared towards older Americans — or if you’re just looking to target this segment of your market for a business with broad appeal — direct mail is a great way to go. You’ll boost your odds of having your ad seen, and you may even be able to go a little heavier on the text with an audience that likes to take their time to read — just don’t make the print too small.
2. You Want to Test Your Work
Ever wonder which logo or font is better for your brand? A/B testing isn’t just for email and digital ads, and you don’t need any special tech skills to get an idea of which version of your mailer did better. You can run the world’s most basic A/B test by sending version A of your flyer out one week and version B out the next week to a different group. See which one gets a better response, and use that element next time in all your advertising — including your digital campaign.
3. You Have Killer Graphic Design
Direct mailers have one major advantage over email: The recipient will hold it in her hand for at least a few critical seconds before tossing it aside — there’s no incinerating junk mailbox at someone’s house. If you’ve got an amazing logo paired with great use of color and design in your brand, your mailer could make use of that extra bit of time to charm your reader. People are programmed to notice mail that looks different and special, so consider unusual envelopes and eye-catching photos that will get you noticed.
Direct mail is a proven strategy that works well as part of a comprehensive marketing plan. When you know your audience and test your work, you’re sure to get the results you’re looking for — even if you have to stamp an envelope to do it.