The recent explosion in digital transformation has reshaped how companies perceive marketing. Digital technologies such as address verification software, database systems, and the internet as a whole have brought about faster and more efficient marketing than ever before. As a result, many believed that traditional direct mail marketing was dead.
The truth is, direct mail marketing is very much alive. Direct mail marketing strategies and tactics have been - and continue to be implemented - by mail companies and businesses of all nature because they still work amidst the overwhelming digital transformation. Here’s why:
According to a Fundera direct mail statistics overview;
- At least 42% of direct mail recipients open and read the contents of a direct mail,
- Direct mail encourages 39% of consumers to try a business for the first time,
- Approximately 54% of consumers want brands that interest them to send direct mail to their doorstep,
- Direct mail open rates can hit as high as 90%,
- American marketers spend an average of $167 per person on direct mail, which returns $2,095 per person.
Not only is direct mail marketing alive, but it also works far much more effectively than other types of direct mail marketing. Email (the digital equivalent of a direct mail marketing campaign) sees a 16.97% open rate across all industries.
Direct Mail Marketing Definition
A direct mail marketing strategy refers to a marketing tactic where companies send flyers, coupons, postcards, newspapers and physical packages directly to the customer's mailbox.
Here's a brief example of how direct mail marketing worked magic for a world-renowned footwear manufacturer, Nike.
Nike's stadium shoebox campaign is one of the most unforgettable and creative direct mail marketing ideas. The campaign was designed to encourage kids to take up athletics. The company sent beautifully designed, premium edition shoeboxes to a select group of customers. Whenever customers opened their new shoeboxes, they were greeted by a printed image of a stadium and a special sound of the crowds cheering.
Combining visual and audio enabled the company to evoke an emotional response that spiked action from customers.
How to Set Direct Mail Marketing Goals
Before designing a direct marketing strategy for the company, marketers must first identify what goals need to be accomplished. Unfortunately, that's where many fail the test. Here are a few ways to set direct marketing goals for the next campaign:
- Identify the problems/challenges
Businesses face a wide variety of challenges. Small enterprises, for instance, face issues such as:
- Lower visibility
- Lack of resources
- Smaller customer base
- Extreme competition from the industry giants
Larger businesses also face challenges, such as customer satisfaction, CRM issues, financial issues, and challenges in coordination between different departments.
Before setting your direct mail marketing goals, the sales and marketing teams need to be well acquainted with the problems they could face along the way.
- Identify the possible solutions.
With a clear picture of the problems, you can map out all the possible solutions. For instance, customers may have a wrong perception of your business or feel that your products are way too expensive.
A possible solution would be to invite them to check out different products at the physical store. Catalogs and other print marketing copy can showcase what you have and clear the doubt.
- Set SMART goals
Smart goals are all there is to modern marketing. SMART stands for:
- Specific. Set specific goals and avoid ambiguity. "Increase sales," for example, is not very specific. Instead, you can say: "Increase sales by 10%". Such a goal is much more specific and paints a clearer picture for the marketing department.
- Measurable. Set measurable goals that can be tracked with data tracking software. Direct mail marketing ROI, for instance, is a key metric used to measure the success of the campaign. Remember, data-driven marketing insights drive more results than unmeasurable goals.
- Attainable. Marketers should set realistic goals. Realistic goals mean goals that can actually be achieved within the given time frame. Avoid unrealistic expectations that only lead to frustration in the end.
- Relevant. Your goals should always be relevant to the company's objectives. They should also be aligned with the customer's expectations by the end of the campaign.
- Timely. Marketers should always assign a time frame within which their SMART goals should be achieved. This helps a lot in planning.
- Consider the customer journey
Your goals should be closely tied to the customer journey. Each step of the customer journey has specific goals. For example, at the introduction stage, the main objectives entail creating awareness before capitalizing on income. At the interest & consideration stage, marketers can capitalize on converting prospects to leads through valuable content. At the very end of the customer journey, marketers can aim to increase sales, upsell, and cross-sell.