Direct mail still has an impact in a digital world

By LBV

15 Aug 2012

Over recent years, businesses and marketers have adopted digital means of marketing, choosing email marketing over direct mail because of its perceived benefits.

This has meant that prospects are no longer being bombarded with junk mail, and has made way for those who still understand the benefits of direct mail to make an impression.

Direct mail is more expensive than sending an HTML e-mail, but people like something to hold in their hands and that is something that an e-mail campaign can’t deliver.

DM can be anything from a well written sales letter through to imaginative and fun pop-up mailers, but adding a promotional item to the equation can provide an even bigger impact.

“Lumpy mail” has a much higher open rate than flat mail; people are curious by nature and want
to know what’s inside. Including a promotional product can increase response rates by up to 50% and thus reduces the cost per response.

You can’t stuff a promotional water bottle into an envelope; however there are many effective promotional products that can work alongside your direct mail piece.

Choose something creative to arouse their interest, as remember; you need to get a reaction before you can achieve a response.

Why not use a promotional product as an incentive for recipients to respond to your DM or to encourage people to sign up for your newsletter or blog? Perhaps offer a promotional product as a prize for the first several responders?

DM and promotional products can work particularly well for service businesses too as the tangibility factor of an item of merchandise works on a number of levels and undoubtedly has far more of an immediate impact than a plain, or even HTML e-mail can ever have.

Good marketing is about repetition though, and not just relying on that one initial mailer. This is another area where merchandise can be really effective. An initial mailer, followed by another with a piece of merchandise, followed by a phone call: perfect!

Yes DM can be perceived as quite costly, especially due to digital comparisons, but the ROI is there to be had, and now more than ever you need to keep your business or service offering firmly in front of your prospective clients.

Set clear objectives, repeat the activity regularly and it will generate a valuable return on investment.

Danielle Crowther
Director
Love to Brand

Enjoyed this? Read more from LBV

Latest news

1

Councils back Combined County Authority proposals Lancashire Devolution

Councils back Combined County Authority proposals

18 Mar 2024

2

Red Rose Awards honours best of Lancashire business Red Rose Awards Winners 2024

Red Rose Awards honours best of Lancashire business

15 Mar 2024

3

RfM Transform helps business park achieve carbon negative status HR Trends from RfM Transform (9).png.png

RfM Transform helps business park achieve carbon negative status

19 Mar 2024

4

Derelict Darwen site transformed into fully-occupied business park Mill Bank Business Park

Derelict Darwen site transformed into fully-occupied business park

18 Mar 2024

5

Ways to increase flexibility in the workplace Flexible Working LBV.jpg.jpg

Ways to increase flexibility in the workplace

18 Mar 2024

Background image for hub sign up block

LBV Hub

Reach 50,000 members of the Lancashire business community

Post your news
Post your events
Post your offers
Company profile
Social reach
Magazine coverage
Sign-up
Events
LBV115 Magazine Launch Event
DSC9389
Networking
20 Mar 2024

LBV115 Magazine Launch Event

Delta Hotels by Preston Marriott, Garstang Road, Broughton, PR3 5JB

16:00 - 18:00

Business Networking in Blackburn - BNI Vista
EVENT LISTING SIZING Vista.png.png
LBV Hub Networking
19 Mar 2024

Business Networking in Blackburn - BNI Vista

Hampton by Hilton, 2 Frontier Ave, Blackburn, BB1 3AL

06:45 - 08:30

Business Networking in Chorley - BNI Endeavour
EVENT LISTING SIZING Endeavour.png.png
LBV Hub Networking
19 Mar 2024

Business Networking in Chorley - BNI Endeavour

Oak Royal, Bury Lane, Chorley, PR6 8SW

06:30 - 08:30

Business Networking in Lancaster - Eden Business Network
EVENT LISTING Eden Business Network.png.png
LBV Hub Networking
20 Mar 2024

Business Networking in Lancaster - Eden Business Network

The Borough, 3 Dalton Square, Lancaster, LA1 1PP

18:30 - 20:30

North West Apprenticeship & Careers Expo 2024
APP EXPO 23 IMAGE.jpg.jpg
LBV Hub Exhibitions
20 Mar 2024

North West Apprenticeship & Careers Expo 2024

Sir Tom Finney Sports Centre, Preston, PR1 2HE

12:00 - 19:00

Business Networking in Preston - BNI Diamond
EVENT LISTING BNI Diamond.png.png
LBV Hub Networking
20 Mar 2024

Business Networking in Preston - BNI Diamond

The Marriot Hotel, Garstang Road, Broughton, PR3 5JB

07:15 - 09:00

Business Networking in Accrington - BNI Zeus
EVENT LISTING SIZING Zeus.png.png
LBV Hub Networking
20 Mar 2024

Business Networking in Accrington - BNI Zeus

The Mill House, Corn Mill Yard, Accrington, BB5 5HX

06:45 - 08:30

Creative Lancashire PowWow networking
Creative Lancashire icon.jpg.jpg
LBV Hub Networking
21 Mar 2024

Creative Lancashire PowWow networking

Society1 Coworking Space, Preston, PR1 3LT

17:30 - 19:30

Business Networking in Lancaster - BNI Castle
EVENT LISTING BNI Castle.png.png
LBV Hub Networking
21 Mar 2024

Business Networking in Lancaster - BNI Castle

Vale of Lune RUFC, Powder House Lane, Lancaster, LA1 2TT

06:45 - 08:30

Business Networking in Burnley - BNI Kudos
EVENT LISTING BNI Kudos.png.png
LBV Hub Networking
21 Mar 2024

Business Networking in Burnley - BNI Kudos

Prairie Sports Village, Windemere Avenue, Burnley, BB10 2FU

06:45 - 08:30

The Allo Allo Comedy Dining Experience
Allo-Allo-Comedy-Dinner-Crow-Wood-Burnley.jpg.jpg
LBV Hub Social
21 Mar 2024 - 21 Mar 2024

The Allo Allo Comedy Dining Experience

Crow Wood Hotel & Spa, Burnley, BB12 0RT

18:45 - 23:00

Business Networking in Preston - BNI Brunch
EVENT LISTING SIZING Brunch .png.png
LBV Hub Networking
22 Mar 2024

Business Networking in Preston - BNI Brunch

Samlesbury Preston Hotel, Preston New Road, Preston, PR5 0UL

09:30 - 11:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more Lbv115 Online Graphic
Subscribe now

Weekly news bulletin