Direct mail marketing, often dismissed in this digital age as dying (or already dead), may actually be more effective than ever, according to marketer Drew McLellan.
In a post on his blog, McLellan argues that direct mail is the “hot new media” precisely because of its decreased popularity. Essentially, the rise of online and mobile marketing channels has led to fewer solicitations arriving in physical mailboxes—making direct mail both more impactful and more efficient.
Thanks to this increased effectiveness, some unexpected brands have embraced direct mail marketing. In particular, Google, the epitome of a digital company, has been relying heavily on physical mailings to market new services and offer AdWords coupons.
Of course, direct mail marketing is still only successful if consumers open the mail they receive from businesses. For brands looking to avoid the trashcan, McLellan recommends three strategies:
1. Use odd sizes, colors, and textures: Packaging that stands out—whether through unexpected materials, strange dimensions, and/or bright colors—is harder to ignore.
2. Don’t be flat: Three-dimensional, “lumpy” mail is more likely to get opened because recipients fear throwing out valuable content.
3. Arrive late: Data shows that the end of the week is generally the most effective for delivery, since people often spend the weekend sorting through mail.
While these particular tips may not be applicable in every instance, McLellan’s point is a good one: Direct mail remains a powerful marketing channel, especially when brands take the time to send well-planned, creative direct mail.
MDG Advertising, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top branding firms. MDG’s core capabilities include print advertising, direct mail marketing, branding, logo design, creative, digital marketing, media planning and buying, radio and TV advertising, Web design and development, online video advertising, email marketing, content marketing, social media marketing, and SEO. To learn about the latest trends in advertising and branding, contact MDG Advertising today at 561-338-7797 or visit mdgadvertising.com.
Written by Michael Del Gigante