Does Direct Mail Really Work?

Believe it or not, direct mail is far from dead. You may not think that actual snail mail still works this digital age, but it really does! In fact, direct mail continues to be a key component (along with online marketing strategies such as email, social media and online advertising) to reaching your goals. And here’s a real shocker, younger demographics actually prefer direct mail over online sources…gasp! Check out these fun direct mail facts from our friends at List Giant.

I know what you’re thinking…you hate “junk mail”. But guess what? If you want your small business to stand out, direct mail just may be the answer, because, in some ways, email has become the new junk mail. Our inboxes are filled with daily emails trying to break through the noise and reach us. So much so, that we’ve started to bulk delete them, or unsubscribe to everything (or at least I have).

Still not convinced? Listen to this real-life direct mail success story from one of our clients, Piscataqua Landscaping. With a clearly defined target audience in place, we set out with a comprehensive plan that included a series of seasonal campaigns, from radio and television to eye-catching billboards (something we don’t have a lot of in our market).

 But the real key to Piscataqua’s marketing success was a series of direct mail campaigns, highly targeted by audience and geo-location. These mailers included branded water bottles, golf balls, coffee and soaps – sent to wealthy homeowners (many with more than one home) in New England neighborhoods like Kennebunkport, Maine.

Piscataqua Landscaping already had a well-established brand, and we saw that branding power working for them. Our job became to further establish the full-service landscape company with a high-end clientele, while expanding their geographic reach across New England.
 With our help, Piscataqua Landscaping was able to stand apart from the pack in their industry, penetrate a new market, and add a personal touch to their marketing strategy. In fact, today they are known as the premiere landscape company in the entire region and the Seacoast’s largest full-service landscape company – and we don’t think that’s any coincidence.

The fact is, custom, strategic mailers grab people’s attention. We’ve helped several clients achieve real success with campaigns that include a personal touch, such as branded water bottles or wine glasses, or even a more affordable, well-design and well-written postcard. Our advice to you; create a unique, customized mailer to break through to your target audience in a specific location. You’ll love the results.

 

Pam Oulundsen
DARCI Creative
Project Manager & Data Analyst