What is Direct Mail and what are its advantages?
Direct mail is addressed advertising sent to a named person. It’s a uniquely powerful tool for developing relationships with customers who want to hear from you, because it physically and personally connects your brand with your audience. It literally puts your message into customers’ hands – and makes it relevant to them.
Precise targeting and intimacy
As a channel, direct mail has huge advantages for marketers. It offers flexibility, because the format and audience can be tweaked and targeted as needed. You can pinpoint the exact people you want to target using your own valuable first party data. And it provides exceptional creative possibilities, making it the perfect format for telling engaging one-to-one stories.
Direct mail excels at building customer relationships. It becomes part of the home and is engaged with 4.2 times on average. 45% of direct mail stays in households for a month or more. So it’s not surprising that it drives further activity: 31% of direct mail leads to commercial actions, whether that’s purchasing, going online or visiting a store.