The COVID-19 Pandemic is giving direct mail a boost. During the UK lockdowns of 2020 and 2021, physical mail proved to be an effective way to communicate with customers. It was a welcome break from the digital life of unread emails, zoom calls, social media posts, and those annoying pop-up ads.
When the government needed to communicate the importance of the initial lockdown, they chose to send a letter to every household. It is vividly remembered and directly influenced people’s actions. 66 percent of people who recall receiving government mail said it influenced their behavior.
Direct Mail can cut through the clutter, demand interaction, and deliver your message directly.
- Know your objectives and who you will contact
- How will you mail your clients?
- Communicate clearly
- Join other channels
- Make it count
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Know your objectives and who you will contact
Consider what you want to achieve. Is it to increase drive traffic to a website to boost sales? Or inform your customers of important information. Having clear objectives and a way to measure them is essential.
Speak to your audience based on your goals and what they need to know. You’ll speak to existing customers differently than you will to new customers.
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How will you mail your clients?
Now that you know what to say and who to say it to, you need to consider how to say it.
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Communicate clearly
Personalisation is the key to deeper customer engagement with Direct Mail using data such as age, gender, interests, and purchase history.
Personalised mail generates 35% more action than unaddressed mail.
But connecting with the recipient is just the beginning. Make it clear what you want the recipient to do. Direct mail can stand out in an increasingly digital world, and you may be reaching new customers who have never been targeted before.
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Join other channels
Its effectiveness increases when combined with other marketing channels. Including a QR code on a postcard could help drive traffic online (but only if it’s mobile friendly!). Send unopened emails a letter as a more favorable medium to speak to them.
Using multiple channels helps you learn your customers’ communication preferences.
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Make it count
Direct mail has a physical presence, unlike other channels. Handle it. Make the most of your first tactile interaction. Different paper types, innovative folds, laminations, and foil finishes can be used to embellish your finished mail piece. Use them to enhance the recipient’s experience.