Successful marketing campaigns rely upon personal messaging. People don’t want to be barraged with advertising but rather desire a highly personalized message that speaks to them. This message should make your target consumer feel as if they have VIP status, cultivating a relationship that will turn them into brand loyalists. The best way to do this is with direct mail.
The Difference Between Personalization and Being Personal
Consumers are constantly being recommended what to purchase or engage with on a daily basis. We all have experienced this. After you purchase something you might receive an email recommending similar or other popular items. Or say you just binge watched a new television show and now notice another one is highly recommended in the same genre. This method of providing constant advertising based off of the consumer’s habits is nothing new and is what I call personalization. The idea is to serve one with relevant recommendations to make the advertising more personal.
However, the fact of the matter is consumers are constantly being recommended products based on their recent purchase all the times. After a while, these recommendations start to feel less and less personal and more like carpet bombing advertising. I don’t know about you, but I usually ignore these top recommendations. In most cases, I know what I want and I don’t trust someone else to tell me what to buy. This is a direct result of the company’s inability to be more wholeheartedly personal and establish a trustworthy relationship.
Direct Mail Cuts Through the Online Noise
Slicing through the noise of digital channels to reach consumers on a personal level is the challenge facing every marketer. Many overlook the effectiveness of traditional marketing channels such as direct mail. If you can analyze the data you have collected on your target audience, you can create compelling content and place it in the consumer’s hands with direct mail. There is a misconception that the younger generations, particularly millennials, are not responsive to direct mail. But in reality, 36% of people under 30 look forward to checking the mail each day. And 66% of millennials are more likely to use a voucher if they have a physical copy to carry around. I speculate this is because vouchers in digital form are saved or archived for the purpose of using it in the future but then simply just become forgotten. It is much easier to forget something when using a device because our attention might be pulled away to Facebook or even a new text message.
Companies have also seen a boost in sales because of direct mail. For example, retailers have seen a $21 million dollar difference in online sales per million site visitors between those who had received a catalog at their home address and those that had not. Although you might think people would throw away catalogs they receive in the mail, Boden customers spend up to 15 to 20 minutes with their catalog, vs. an average of 8 seconds for an email and 5 minutes with their iPad app. Digital channels are simply so fast moving that often times the message does not reach its desired destination and result.
The bottom line is that people are still very interested in receiving something physical in the mail. To be more precise, 70% of people are curious to find out what’s in their mailbox. So take advantage of people’s curiosity. Surprise them with something that they never expected, and compel them to act with your piece of direct mail.