Direct mail is not only trackable, it’s also effective. You just need to be creative. Sure, the standard postcard might get overlooked, but so would the standard digital ad. Making your direct mail strategy different is key.
There are so many ways to ensure that your mailers are trackable. You can use a promo code, a custom URL, a unique phone number, a special hashtag, and more. Today, mailing letters isn’t a standard method of communication, and that makes it all the more intriguing when you receive something in the mail that’s personalized and different. Since everyone is doing digital marketing these days, it’s actually getting easier to get results with a direct mail campaign.
You might not believe this, but one study found it takes 21% less cognitive effort to process direct mail. That means your audience doesn’t have to think as hard to understand your message. If you can make things easy for your audience to understand, you’ve already won half the battle. What’s more, a direct mailer has staying power. It goes on the table, the fridge, or the passenger seat to be seen by multiple sets of eyes.
Like anything, there are successful and unsuccessful direct mailers. To be successful, mailers should be a creative and emotional. If you can pique their interest, or make their heart melt, you are more likely to inspire action.
