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10 REASONS TO USE DIRECT MAIL
Not only that, but Direct Mail allows Marketers to precisely target their customers in a personal way, obtain a response and measure this response as part of their marketing ROI strategy.
1. Personal
Addressed mail is literally designed to reach an individual (unlike a mass market message via TV, the press or radio). Mailings can have a unique design to suit each particular recipient and mail comes straight into people’s homes into their hands and gets their full and focused attention.
2. Universal
Everyone consumes mail and Isle of Man Post Office gives you and your business the ability to access your customers wherever they are around the world.
Mail can be personalised to individuals or groups. That unique flexibility enables greater relevance, delivering greater impact, often applying data already provided by the customer.
Mail can focus on the relevant audience (e.g. by interest, demographics, purchase or behaviour). This reduces wastage – your message only goes to those you select.
Mail doesn’t compete with and is not dependant upon other content like in a magazine, newspaper or online site. It is actively consumed so it achieves much greater engagement and understanding.
Mail has few restrictions compared to other media (size, weight, shape, colour) leading to limitless creative possibilities. It lets you have a one to one communication which delivers more emotional intensity than any other medium. The creativity cuts through and gets people talking.
Mail is one of the easiest media to measure, as responses can be attributed directly to a specific activity.
A letter, leaflet, brochure or mail pack can be taken anywhere. You can take the mail with you to read on the train, in the garden, in any room of the house. Consumers love the fact that they are in control and can read the information when it’s convenient to them.
Affects all five senses: sight, sound, smell, touch and taste. Mail is the only medium to provide the creative possibilities to engage the customers on all levels.
As part of an integrated campaign, mail has a strong role in providing the personal, compelling message delivered directly to the recipients own hands and household. Case studies show how it not only builds short and long term effects but is often kept by the household for reference, prolonging the brand presence and deepening the communication effect.
