Direct Mail & Print Advertising

With the world becoming prominently digital, the need for direct mail continues to become less desired due to the increasing demand for digital marketing. Let’s not kick direct mail to the curb just yet; it’s still an effective way to reach customers outside of digital marketing strategies.

To better understand exactly what these two strategies are; Direct Mail Marketing is physical correspondence with your business’s target customers. Print Advertising uses physically printed media to reach prospective customers. Let’s break it down further.

The advantages of direct mail vs. Print Advertising

THE ADVANTAGES OF DIRECT MAIL VS. PRINT ADVERTISING

Print Advertising reaches groups, whereas Direct Mail reaches individuals.

Here are the advantages of each:

Print Advertising:

  • The overall cost per contact
  • Simple
  • Measurable
  • A/B Testing
 

Direct Mail:

  • Standalone advertisement
  • Nearly unlimited space
  • Flexible schedules
  • Minimal Waste
  • Measurable
  • Flexible Costs
 

Thankfully, both Print Advertising can be used in conjunction with Direct Mail, but the reach would be on a far more broadened scale than Direct Mail would.

Print Advertising reaches groups, whereas Direct Mail reaches individuals.

Here are the advantages of each:

Print Advertising:

  • The overall cost per contact
  • Simple
  • Measurable
  • A/B Testing
 

Direct Mail:

  • Standalone advertisement
  • Nearly unlimited space
  • Flexible schedules
  • Minimal Waste
  • Measurable
  • Flexible Costs
 

Thankfully, both Print Advertising can be used in conjunction with Direct Mail, but the reach would be on a far more broadened scale than Direct Mail would.

Illustration of a hand holding a letter

The Benefits of utilizing direct mail & Print Advertising strategies

With the continuous rise of social media and online usage, Direct Mail Marketing and Print Advertising Marketing aren’t the obvious initial go-to’s. But don’t forget the benefits that come with each!

Direct Mail is a more tangible option than digital marketing since it’s more likely for a customer to interact with it versus an online ad. There’s just something about physically holding it in your hand—it’s a more enjoyable experience.

Printed Advertisements add a personal touch by being personalized to the customer. Similar to the above reason, customers are more likely to feel as though the ad was customized for them, and will hopefully persuade them to purchase what your business is selling or promoting.

Direct Mail offers an impressive return on investment (ROI), which may vary (of course) based on available resources, graphic design, content editing, and postage. On average, ROI of Direct Mail totals $13 made for every $1 spent on Direct Mail Marketing. The total ROI rivals the typical cost of a digital marketing campaign—so why not do Direct Mail?

Direct Mail seems less comparable to spam mail since we all know how irritating those can be. We guarantee you won’t want to immediately throw it into the trash when you receive it, and the frequency won’t be anywhere as similar.

Direct Mail and Printed Advertisements enable close target prospects. In addition to the personalized feel mentioned earlier, both marketing methods allow you to reach more potential clientele/customers on a granular level and create a “smaller business” feel that the majority of people are receptive to.

Illustration of a laptop, with a printed mail ad, and announcement images

Creating Direct Mail & Printed Advertising Campaigns

creating direct mail & printed advertising campaigns

Ready to launch your next Direct Mail and Printed Advertising campaign? Follow these steps:

 

1. Establish and define clear goals for your Direct Mail Marketing campaign. Ask yourself the following questions, “What will generate more leads?” Setting a clear goal will make it easier to make decisions later on.

2. Decide who your audience is. By doing so, your target customer will be more enticed to engage with your campaign since it’s tailored to them. 

3. Craft your mailing list. First, divide and conquer by creating a house list and a purchased list; that way, focusing your efforts will make your campaign more effective based on if your customer is already familiar with your brand or not. 

4. Develop your call-to-action (CTA). Every marketing pro knows having a defined CTA is crucial to making your marketing strategy successful. Make it memorable by determining the campaign’s goal and crafting ideal messaging from there. 

5. Select a format. Direct Mailers come in all shapes and sizes. Based on your marketing goals and budget, dictate the type of mailer you’ll need for your campaign (i.e., postcards, letters, brochures, inserts/wraps, etc.).

6. Play with designs. Now for the fun part—designing the ad! Remember to make your goal and the CTA the main focus. Don’t bury it in heavy graphics or text, but use a modern template that makes it easy for the customer to get the message clearly. Remember—Graphic Design is important to grab the readers’ attention while maintaining a strong brand identity.

7. Mail it off to your target audience. The hard work is done; it’s time to see if it pays off. Printing and sending large volumes of mail to hundreds/thousands of addresses has the potential to be a logistical nightmare. However, by staying organized the shipping will be a seamless success.

Ready to launch your next Direct Mail and Printed Advertising campaign? Follow these steps:

 

1. Establish and define clear goals for your Direct Mail Marketing campaign. Ask yourself the following questions, “What will generate more leads?” Setting a clear goal will make it easier to make decisions later on.

2. Decide who your audience is. By doing so, your target customer will be more enticed to engage with your campaign since it’s tailored to them. 

3. Craft your mailing list. First, divide and conquer by creating a house list and a purchased list; that way, focusing your efforts will make your campaign more effective based on if your customer is already familiar with your brand or not. 

4. Develop your call-to-action (CTA). Every marketing pro knows having a defined CTA is crucial to making your marketing strategy successful. Make it memorable by determining the campaign’s goal and crafting ideal messaging from there. 

5. Select a format. Direct Mailers come in all shapes and sizes. Based on your marketing goals and budget, dictate the type of mailer you’ll need for your campaign (i.e., postcards, letters, brochures, inserts/wraps, etc.).

6. Play with designs. Now for the fun part—designing the ad! Remember to make your goal and the CTA the main focus. Don’t bury it in heavy graphics or text, but use a modern template that makes it easy for the customer to get the message clearly. Remember—Graphic Design is important to grab the readers’ attention while maintaining a strong brand identity.

7. Mail it off to your target audience. The hard work is done; it’s time to see if it pays off. Printing and sending large volumes of mail to hundreds/thousands of addresses has the potential to be a logistical nightmare. However, by staying organized the shipping will be a seamless success.

We can help you determine if a direct mail or print advertising strategy is right for you!

Illustration of a large circular target, a man holding pieces of mail

Remember—not every marketing strategy works for everyone. To find what works for you, our team at Reach Marketing Pro is here to help. We’ll share valuable insight and create a Direct Mail & Print Advertising plan personalized to you, your business, and your goal! Get started today.

Contact us for all your Direct Mail and Print Advertising questions!

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