The benefits of direct mail
Whether on the way to work, in the office or in the waiting room at the doctor’s surgery. Advertising messages are everywhere. With direct mail, as with any other form of communication with customers, the same rule applies: well-written copy is half the battle. But what exactly is direct mail and what benefits does it bring to your business? druck.de has summarised the key points for you.
What does ‘direct mailing’ mean?
Direct mail is a direct advertising message, for example in the form of a promotional letter. This tactile form of advertising can be used in a variety of ways for your business. It can be used, for example, to promote new products, special offers, trade fairs or other sales campaigns. A personalised cover letter and a way for potential customers to respond to the mailing are also key to successful direct mailing. This response can be triggered, for example, by a voucher code, discount coupons or a reply card. The aim of this interactive communication is to boost sales figures.
An overview of the benefits of direct mail
1 | Print is alive
One advantage of direct mail is that it is printed, meaning recipients have something tangible in their hands. The physical presence of a promotional letter gives it greater impact and visibility compared to an email. A mailing can be enhanced with various features, such as an eye-catching design on the envelope, a special scent or a free gift. These features directly contribute to direct mail campaigns achieving a higher response rate than emails.
2 | No registration required
There are a few things to bear in mind here, as particular care should be taken when selecting addresses. On the one hand, it is an advantage that no opt-in registration – i.e. no consent from the recipients – is required. Unlike email marketing, where the GDPR plays a major role, direct mail allows you to contact people who are not yet customers. However, we advise great caution when it comes to contacting potential new customers. It can easily backfire, and your future buyers might feel harassed. Pay attention to the Do Not Call Register. This list serves to protect anyone who does not wish to receive personalised advertising. Individuals and businesses included on this list will not be sent any personally addressed advertising material. In Austria, anyone can register on the list via the WKO website. Reputable companies and address providers regularly cross-check their data against the Robinson List.
3 | No spam filter
Another advantage of direct mail is that it cannot end up in a spam folder. It can happen that a mailing ends up in the dreaded bin – i.e. the rubbish – but the chances of customers engaging with your offer are higher than with emails. Especially if the envelope and the contents of the mailing are designed to be attractive, personalised and informative.
4 | High effectiveness thanks to long-term retention
Another advantage is that physical letters are usually kept for longer – particularly if they contain an interesting offer or relevant information. This means that printed mailings continue to have an impact long after they land on a desk, as they remain in the recipients’ memories.
5 | Perfect for sending little surprises
Who likes receiving gifts? Hands up. Exactly – we all love receiving a little something. With direct mail campaigns, you can include a little surprise for your recipients. Whether it’s product samples, promotional items or other small gifts such as lanyards or various sweets, they’re always well received and put to good use. Seize the opportunity and give your customers a little treat.
6 | Personal contact lasts the longest
With the deluge of advertising that overwhelms us every day, it’s important to stand out. A personalised message or even a carefully chosen image or graphic element captures the reader’s attention. This personal touch makes the recipient feel that the mailing has actually been created just for them and see it as a thoughtful gesture from the company.
Our design tips for successful direct mail campaigns
1 | First impressions
As we all know, you never get a second chance to make a first impression. So choose a direct approach, an eye-catching envelope for your mailing and a headline that piques the reader’s curiosity. Also ensure that your logo is well positioned and that your company’s design and tone of voice are reflected in the mailing.
2 | Allow white space
To avoid overwhelming the reader, it is important to allow for white space. Use it to structure your mailing and give the content room to breathe. If your mailing consists solely of text and images, these will get lost in the clutter and your potential customer won’t know where to look first.
3 | Guide the reader’s flow
At the same time, white space also acts as a guide to direct your readers’ attention. Structure your mailing so that the recipient can easily follow your text and graphics, and create an engaging layout. The aim of your direct mail should be to elicit a response. So don’t forget to include a call to action.
4 | Focus on the essentials
A mailing is not an advertising leaflet. If you try to cram all your offers and services into a single mailing, the personal touch you were aiming for is quickly lost. Choose a single theme for your cover letter and craft the teaser in such a way that the reader wants to find out more.
5 | Current design trends
To keep up with the latest trends, it’s also helpful to take your cue from current design and style trends. Why not try something new and see how it goes down? Sit down with your graphic designer and work on new ideas that will set you apart from the competition. To give you a bit of guidance, we’ve put together the Top 5 graphic design trends for 2021 for you.
