An article that has stuck in my head over the years goes against everything we are taught about marketing to the younger generation, i.e. all communication must be digital. A report by Keypoint Intelligence concludes that millennials or those born between 1982 and 2000 actually enjoy receiving direct mail.
The report concluded that 71% of millennials will open the direct mail they receive and 36% also believe that those businesses sending direct mail are more serious about winning their business. In other words, direct mail increases credibility.
Reference: Australian Printer – Research shows millennials reading mail
Why is it then that we receive so little personally addressed mail? I doubt that it is the cost as a direct mail piece will cost a similar amount to a click from Google Adwords. Databases are more sophisticated than ever before so it is not about having no one to send mail to. I suspect that it is a combination of a lack of knowledge and a laziness to learn the knowledge to write a good direct mail piece.
If you have a strong database or hot prospects who would be interested in your marketing, then these five points will help you to get started.
- Why are you sending a letter? Is it a new product or service, news from your company or a special offer?
- Create a special offer which should give a reason to buy now.
- Get your letter opened. An envelope with company letterhead is OK if your customers know you well. This also helps with postal discounts. Best practice is still a plain envelope with a stamp.
- Get your letter read. You need a compelling headline and an interesting and relevant opening paragraph.
- What else goes inside your envelope – a brochure, catalogue, CD, order form, relevant gadget or something else?
