So what is Neuromarketing? It’s marketing that focuses on the brain. Since the brain makes all of our decisions, we should target our marketing their. Most current direct mail marketing is focused on
Why Direct Mail Marketing Is Far From Dead
Are you part of the 33% who find direct mail the most effective way to remember a product? How about the 79% of consumers who will act on direct mail immediately? Or maybe you’re part of the 74% of consumers who can’t wait to find out what’s in their letter box? If so, then no doubt you’re already well aware that direct mail is far from dead.With the online consumer having an attention span of around eight seconds (yes, less than a gold fish), the online landscape exploding into a fierce battle of the brands and email marketing failing to hit targets for many businesses across the country, it may be time to the consider bringing direct mail marketing back into the fold of your strategic marketing plan.If you’re still sceptical of the results direct mail can harness, here are five reasons why direct mail is very much alive and kicking.
Direct Mail is Tangible
Is there a marketing method that offers a more tangible solution than direct mail? With the current generation bombarded with video ads, remarketing and PPC every time they even touch a screen; direct mail offers you the chance to get something real into the hands of your audience creating a connection that just isn’t the same with email or other online advertisements. Plus, once the audience opens a piece of direct mail, studies show they are far more likely to take the time to look over the offer than they would in comparison with email marketing.
Direct Mail takes Personalisation to a New Level
While one part of marketing is your ability to communicate your message clearly the other side is about building relationships with your customers. The key to building relationships? Getting personal and showing that you both know and understand your customer. The results can be staggering too. Studies successfully showed that using personalised direct mail as part of a wider digital strategy can see response rates for a campaign hit over 20%. You won’t find those numbers with online marketing.
Direct Mail is the Brand Awareness King
With an estimated 81% of brands using social media to build awareness around their brand you cannot be blamed for looking further afield than a Facebook page for your brand building strategies. While direct mail is also a competitive discipline, there is less direct mail going out than ever before and with nearly 80% of consumers saying they will open all their postal mail (including the so called ‘junk mail’) you can be almost certain that your message will end up with the right eyes on it and less competition with it.
Direct Mail Complements a Digital Strategy
While some will find it super helpful to receive offers after they’ve abandoned a basket, others will fail to receive those emails or just find it downright creepy. ‘How did they get my email address?!’ While I’m sure some people will feel the same after receiving a piece of direct mail, studies have shown that direct mail sent within 24 hours of an abandoned online basket can have a conversion rate of over 40% and outperforms email by 16%. The results of multimedia marketing can be seriously impressive and direct mail can play a pivotal role in reaching certain customers offline that refuse to be contacted online.
Direct Mail is Open for All Audiences
Ok, so while my Grandad may be super tech savvy recent research shows that 41% of people aged over 65 years do not use the internet at all. For marketers, that’s a huge segment that cannot be targeted using PPC, Email or social media. Direct mail allows you to keep your offers open to all audiences rather than just the majority who fit your online strategy.
Direct Mail Allows Creativity
Forget the postcard, catalogue or pamphlet, 2016 direct mail campaigns are all about getting creative and delivering something that your customers cannot resist. From British Gas delivery brews to businesses across the country to businesses even using Game of Thrones to improve their campaigns, direct mail allows for a wealth of tangible creativity that just doesn’t exist online.
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Direct mail marketing is considered the most trustworthy marketing by recipients, so why wouldn’t they trust your direct mail? There are actually many of reasons for this. Here five common reasons.
1. Superficial/Unbelievable Content
People don’t want to be misled. It makes them very angry. Your message is your brand promise — it cannot be vague or open to interpretation. This also includes over promising — bait and switch tactics are very bad.
How To Fix It: People buy from companies they believe. Be direct and specific with your headlines, calls to action and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under promise and over deliver is your best bet.
2. Too Busy
You have included too much information for them to process. It’s too hard to figure out what they need to do. It gives them a headache just to look at it. It appears that you are trying to throw information at them and may be hiding something in all that copy they don’t want to read, so they throw it away.
How To Fix it: Use less copy with bullet points for a quick scan. Be specific in your call to action on what you want them to do and why they should do it. Use fewer images and make sure that they work with not only your branding, but also with the copy and tone of your message. Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.
When was the last time you updated your design? If you have been sending direct mail for years, many times the control piece ends up being the same as it was in 1998. That’s not good. The impression you give with an outdated look isn’t nostalgic — it’s suspicious. This can be especially true of letters. Don’t be an old school form letter. You will end up in the trash.
How To Fit It: Check your copy for out of date wording. Does it flow like 2016 language or do you need to change it? Look at your competition. How does your direct mail compare to theirs? Make sure you have relevant information — these days information gets old quickly.
The fonts you use reflect on your company brand. Fonts that are hard to read or super small sizes elicit suspicion. What are you trying to hide? There is no reason to create suspicion with your fonts. All caps fonts are hard to read as well. This will end up in the trash.
How To Fix It: Use easy to read fonts. This doesn’t mean you have to stick with Times Roman or Arial — get creative. Do not use all caps in your copy. While it’s fine to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail. Keep in mind when sending mail to older adults, they appreciate larger font sizes because it makes it easy for them to read. Be simple and straight to the point.
When your testimonials come across as fake or shady, you have a real problem. Vague wording and people from random small towns are not believable.
How To Fix It: Your testimonials should include a name, a picture and specific details about your product or service. Use only real ones— don’t fabricate. Ask people to provide you with feedback you can use.
These are a few of the most common ways direct mail can be seen as untrustworthy. Gimmicks to get people to respond will backfire on you. Authentic and direct messaging is the only way to engage people and get them to trust you. People buy from people and companies they trust.