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Marketing Strategies for 2021: How to Use Direct Mail

Hi everyone, this is Denise from Superfast Recruitment sharing with you some more marketing strategies for 2021.

If my calculations are right, this should be landing in your inbox around Christmas week, so Merry Christmas to you and let’s have a happy New Year next year. If you’re new here, welcome!

If you’ve been reading this series of blogs, you should be familiar with the drill. If you’ve not downloaded our marketing checklist, please go and do that. Also, we have our social media marketing report which you will also find on our website, and both of these will be incredibly useful for you as you work on your marketing for 2021.

If you’re wondering how to get them, click here for the marketing checklist, and click here for the social media report. These two documents will really help you get a handle on where you are and where you can start to build awareness now.

So, let’s get onto the topic of direct mail.

The Value of Direct Mail

Because we’ve not been able to see our family with COVID this year, when Christmas cards drop through the letterbox these days, it’s a great feeling. We’re all used to getting emails and text messages, but isn’t it lovely when something arrives with your name and address on it, and it delves into a really inherent emotion that we all have around feeling valued. That, at some level, is why direct marketing works, and particularly direct mail.

Now, before I jump into what you can do with it and the data behind it, what I would say to you is, does direct mail work for everyone? The answer is yes and no.

I know that when I go along to Majestic Wine, and I buy some wine from them, I nearly always then, within probably about five, six days get an email. I will also receive a direct mail piece that drops through my letterbox because I’m probably considered someone that purchases slightly more expensive wine; therefore, they reach out to me.

It’s a similar principle when you’re thinking about direct mail.

Direct Mail Stats and Facts

Depending on your market, your sector and the value of a placement to you, or the value of a client, using direct mail could be worth it for you.

Let me give you some stats here that I think you’ll find fascinating from the direct marketing association about direct mail. This is still as relevant today as it was ten years ago, even with COVID.

Did you know that over 42% of direct mail recipients either read or scan the mail that they get? That is considerably higher than email marketing. Also, direct mail requires, apparently, 21% less cognitive effort to process the information. It’s fascinating, isn’t it?

Direct mail recipients purchase 28% more items and spend 28% more money than people that don’t get the same piece of direct mail.

We’re running a campaign at the moment, and it’s to our target clients. These are prospects, but we like to frame it as clients because we’re starting with the end in mind.

One individual sent us an email and said, “Thank you for sending this particular piece. He said, “And I love the envelope.” We’d sent him our sales brochure, which is a very nice colourful brochure to remind him about us, and we had sent it in a lovely silver envelope, so – top tip, do something to make yourself stand out.

We know now that sending direct mail will work. But who would be ideal to target and what sort of things can you send?

How to Use Direct Mail in Your Marketing Strategy

Now, just to clarify as well, you may have heard direct mail be referred to as ‘lumpy mail’; it’s anything you receive in the post. Any information or sales material can work because it’s getting you and your brand in front of a potential client in a way that you haven’t done for a while.

Years ago, people used direct mail all the time because they didn’t have the internet to use as we have now, and people were doing this consistently. Whereas now, it doesn’t happen in the same way.

E-commerce websites are very slick and very clever at doing this; just think about the principles and the premises that you could use too.

Let’s say you have a client, and over a couple of years they make 10, 15, 20 placements with you – you can see the difference that would make to your revenues for a minimal cost.

  • Think about the clients that you want to bring on board.
  • Think about the people that are opening your emails more than others.
  • Think about a specific campaign that you could run where they receive something in the mail from you.

It could be a sales brochure or a lead magnet. In a previous blog, we talked about lead magnets and how valuable people find content.

Imagine if you sent something out to your potential clients; do you think you’re going to stand out? Absolutely.

I don’t know about you, but I have magazines all over the place. If your material is impressive enough, people are more likely to want to hold onto it.

When we’re thinking about 2021, and about growing and differentiating ourselves, this is a great way to be able to do that – to be able to stand out in your market and go old school.

You’re connecting digital marketing with SMS texting, paid advertising, which we’re going to talk about in the next podcast. If you’re already using lots of different marketing methods, going old school and using direct mail is another touchpoint.

Finally

I hope you take action on this one because I think you’ll be amazed at the difference that it will make.

When you do it on a small scale, test it, particularly with people that have some awareness of you already and watch the results start to happen.

For more in our series on how to improve your recruitment marketing for 2021, click here for our blog.

This is Denise from Superfast Recruitment saying, bye for now.

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