Direct mail is dead. Long live direct mail! Yes, as crazy as that sounds, it’s true. With the world of digital marketing in a look-at-me spin, there are times when a twist on a traditional approach can sneak in under the radar and grab the prize. But there does need to be a twist…
Direct mail and multi-media – a match made in heaven
Cutting through the hubbub noise of the digital world and getting noticed isn’t easy. So it makes sense for marketers to peer elsewhere from time to time. And sometimes, looking at a blast from the past is worth doing. And that’s our challenge to you today. Why not investigate what it is about direct mail that might still work well?
- Direct mail is strangely familiar but oddly unique now – Receiving marketing material through the post won’t make someone feel uncomfortable, but it will catch their attention.
- Your competitor can’t ‘discover’ your campaign until it’s kicked off – And even when it has commenced, it will be harder for them to view and information-gather than if it was publicly available online.
- You can reach an audience who may not yet have discovered your brand – Believe it or not, some people simply don’t engage online. And these people perhaps can be reached via direct mail instead.
- It’s a refreshing alternative method to connect with existing customers in a personal way – The ‘surprise and delight’ aspect of receiving something personalised in the post should not be overlooked. It does have impact.
- The quality of your direct mail has an immediate sensory effect on the perception of your brand – When somebody can hold and feel something in their hands, they get an instant impression of the quality of your business.
- It’s another method to boost engagement to your other marketing channels – Put simply, it is another string to your bow.
- There’s a lot less direct mail competition – Currently, direct mail is not a congested channel. So use it!
Is the old fashioned dinosaur now actually starting to look like an attractive proposition? Exactly, and we haven’t even got to the digital multi-media bit yet. For that’s the twist…
Adding the power of video
Video in direct mail, really? Yes. But let’s first understand why that might be a good idea. Video content is accessible 24/7 these days. Music, adverts, how-to, micro moments, you name it, you can find it in video. People are used to it, they watch it, and they want it… when it’s done well. A good video is:
- High resolution, high quality, and captures and holds the attention
- A marketing tool that resonates with both visual and auditory senses
- Capable of standing out amongst the melee of information bombarding an individual day in day out
Put simply, video can deliver a clear, concise, attention-grabbing, informative message that engages instantly. Within half a minute, it can tell a story using complex material in a simple, easily assimilable way.
But how can video appear in direct mail?
The technology for this is well developed, and it’s good. What the recipient gets in the post is an actual screen. Some describe it as a TV in a card. But these screens are a marketer’s dream. They’re high definition, WiFi enabled, and impressive in play quality. Does that sound like something that would grab attention? It does, indeed.
If you combine direct mail with video, you have a very potent combination. You’re giving someone an experience that they can hold, watch, and hear. And that’s something likely to leave them fully open to the messages you want to convey. Think about it: Product demonstrations, E-learning, case studies, interviews and testimonials. There are many ways the power of video can get an engaging message across to those with whom you wish to connect.
So if you’re looking for that new twist to make a difference to your marketing plan, give direct mail and video some serious thought. We reckon you’ll be glad you did.