We live in a world that is undoubtedly becoming more digital — but is it all becoming a bit over the top? Businesses all over the world are starting to use email as one of their primary routes for brand awareness to consumers who are likely already. But it is of paramount importance to understand the thought process of the consumer, and this can prove to be a challenge.
To find out how marketing your business in the correct way can help you reap the benefits we’ve teamed up with Direct Letterbox Marketing, which offers a leaflet distribution service, as well as a look at how you can streamline a message to an audience:
Communication is key
70% of people in the UK say that they receive “too many emails” — which is true, 74 trillion emails are sent every year and only have an average lifespan of two seconds. With this knowledge, it might be time to rethink your email marketing strategies to ensure the best results possible from your campaign.
In contrast, only 13.8 billion letters are sent every year (over 12 million are direct mail) and have an average lifespan of 17 days in total — considerably longer than emails that arrive in our inbox and don’t take up any physical space.
Does this mean that a delivered letter is more effective than something we always have at our fingertips?
According to research carried out, direct mail is more memorable, as 75% of people asked could remember the brand after reading. This is an astonishing figure when you look at the amount of people who could remember the brand after reading a digital advertisement — which was as low as 44%.
The same research directly states that direct mail marketing outperforms email in all areas. 79% of consumers action direct mail straight away, while only 45% of people do so for email. This is probably down to the opening process — if you’re opening a physical letter, you have the intention to read it. Tapping a screen to access a new email in your inbox is effortless, and deleting it forever takes no real time either — this could be the reason why it is proving to be less effective.
From direct mail, expect a 4.4% response rate, too. A response rate for an email is only 0.12%, showing that more people interact thoroughly with a physical object than with something that just appears in their online inbox and can be deleted instantly.
However, it’s also important to know that direct mail generates more customers with a total of 34%, whereas email only pulls in 24%. This is a shockingly low figure when 57% of all email addresses are abandoned because of too many emails.
Picture this: your business has 1,000 members on its mailing list but over half of them aren’t responsive. This does not make a good investment, especially when the cost per acquisition is higher for email at £42.55 in comparison to direct mail which is only £39.59.
According to the Royal Mail, when it came to communicate with customers, 51% of people would prefer a mixture of both. However, 56% said that they felt valued when they received a letter in the post. It is beneficial to know that when both are used together, it can inevitably increase brand awareness, ROI and the overall customer experience.
But what should your printed materials give to your audience?
Targeting an audience is all about knowing what they want and what they need — and marketers shouldn’t be thinking about what they need from them. They’re the focus, so don’t try and sell them your product — sell them an idea. Your customer doesn’t want new shoes, they want to look stylish.
Creating a marketing piece that has no substance and nothing to offer is almost pointless, you need to find an existing audience and know what appeals to them. Play on their emotions, because once they become invested into your product, they will make the logical decision to convert.
Your direct marketing should give them the urge to know more and this can be achieved by using bright and bold colours throughout your printed piece. It’s important that you make your leaflet, brochure or poster stand out!
Make sure that your copy says what you want it to say — giving your potential customers a greater insight of what you want them to know. Be persuasive, be intriguing and don’t forget to accompany this with bold and beautiful lettering.
It’s vital that you do not make any mistakes with your design, because one mistake could cause all of your produce to be flawed, which would equal a waste of your marketing budget. Are you now thinking about changing your strategies?
Article by Reece Collingwood, Outreach Executive at MediaWorks UK.
Reece Collingwood is the Outreach Executive at MediaWorks UK. He possesses a keen eye for detail when it’s comes to anything business related.
He has ran multiple eCommerce stores as well as over a year of experience in business promotion and marketing.
Source: MediaWorks UK