5 Reasons Direct Mail Marketing Is a Smart Strategy During a Pandemic
The practice of direct mail marketing dates back to 1000 B.C. in Egypt.
It shows the power and influence of direct marketing on people. With everything online, the influence of direct mail marketing is still powerful with the right strategies.
In fact, direct mail marketing is the most powerful tool to use for your business during the pandemic.
With more people staying at home, you are more likely to reach your target audience with a mail marketing service. That's why it's so valuable to consider the 5 reasons direct mail marketing is one of the smartest strategies during the pandemic.
Here's a close look at the 5 reasons and how they can give your business a boost during the pandemic.
1. Personalize the Message
One of the most important strategies of direct mail marketing is your message. You want to personalize it in a way that directly influences the buyer.
That means creating a personal message around the copy and image.
Creating a personalized message means you know who the audience is and what they are looking for. Your mailer will be different because the copy speaks directly to the customer.
You don't want to send a direct mail campaign about brand new cars to someone who just bought a brand new car.
You have to reach a specific audience.
That involves researching and figuring out your ideal target market's problems, interests, and location. It will help you craft a marketing message that's more personal and specific to their needs.
When you have a more personalized message in direct mail marketing, you are more likely to get your target market to take action!
2. Know the Data
You should have data that helps you segment your audience. Segmenting is putting your audience on different lists depending on what kind of action they are taking. This can also be done when purchasing a mailing list based on certain demographics.
If you can break your audience into different demographics based on age groups, interests, and more, you can better personalize the message. The data helps you understand the behavior of your target market.
The data also involves seeing what campaigns have worked in the past and what hasn't worked.
You should also look at income levels. Your marketing campaign will be targeting different groups based on their income levels.
Other aspects of the data you should look at are if the people you are targeting are single, married, have kids, or are grandparents. Understanding the data can help you figure out what products to send your audience.
3. Offer Promotions
With a lot of people staying home during the pandemic and losing work, it's important to offer promotions that can help them save money. People are looking to save more than ever since the economy shut down.
With everything slowly reopening, it's still important to offer promotions that give people an opportunity to save and an incentive to buy.
When you give people an opportunity to save with coupons in direct mail, they will use it as a chance to shop during the pandemic.
4. Don't Try to Sell
At the same time, don't try to oversell the message.
Create a campaign that's centered on multiple letters. They should warm up the audience and tell people what sale or promotion is happening soon.
In addition, you should have a series of direct mail options going to the target market. That way they don't have to make a choice after receiving one letter.
You should also offer free samples instead of selling. Show your target audience what they will be receiving if they signed up for a subscription.
A sample also gives your market a reason to trust you. They know you aren't trying to sell them directly, but rather show them what insight you can give them on your product.
5. Tell Stories & Be Relevant
Lastly, it's important to be relevant. With COVID-19 happening, you want to show why your product is relevant.
One of the best ways to stay relevant is to tell stories. Tell stories about how you helped one of your customers during COVID-19. You can describe how your product helped them solve a problem and gave them a proper solution to their needs.
Stories are the best way to connect to an audience. It pulls them in and makes them connect with your story. This ultimately makes them feel like they are part of the story too.
It's particularly important that you stay relevant because of COVID-19. You have to be mindful of what people are going through, especially since many have lost their jobs and are trying to save.
Creating powerful stories around the customer and what they are going through will help you make an emotional impact. In addition, when you connect with a customer with emotional stories, they are more likely to see that connection and buy from you.
If you're looking for more marketing strategies to enact during COVID-19, check out our blog article that gives you 5 of the best marketing strategies to employ during the pandemic.
Why These Direct Mail Marketing Strategies Work
These direct mail marketing strategies work during the pandemic because people are at home more, working less often, and trying to save. Your promotions should be designed around this idea instead of trying to sell.
Another key factor in direct mail is understanding your target market. You have to understand what age group they are and what they are interested in receiving.
Now it's your turn to take these direct mail strategies and make them your own.
If you have questions about adopting these strategies or want us to create some campaigns for your business, you can request a quote here.