Is direct mail dead? We don’t think so…
28th February 2013
You’d be forgiven for thinking that Social Media and the sharing of infinite comments, statuses, images, video clips, advertisements and music would mean that all other forms of mass communication have been or should be abandoned, but our recent direct mail campaign saw fantastic results, which suggests that when planned and executed correctly, direct mail still has a part to play in the marketing mix.
A direct mail piece can draw traffic to your website, help create new likes and follows on social media, and also get your message to people who don’t participate in social media.
The campaign, carried out on behalf of Hull College, saw us put together a personalised A5 mailer, which was sent to applicants who had not yet made a firm decision about their post-16 education.
The mailer had a personalised front cover, which immediately made the information relevant to the recipient, and it thanked them for their interest in the college. The document also contained information on courses, financial assistance, the enrolment process, case studies and contact details.
Although social media may seem the obvious choice when considering ways to communicate with this demographic, a direct mail campaign was chosen as the recipients had already opted to apply for Hull College and already had a vested interest in the institution. They were therefore more likely to read the mailer and take action, a fact borne out by previous campaigns we’ve undertaken for this client.
Last year we worked on a direct mail campaign designed to encourage applications, which involved a competition to win an iPad and which was personalised to the recipient. The leaflet also featured a personalised URL, hidden under a scratch panel that led to a dedicated webpage where potential students could enter the draw for the iPad. The mailer was sent to 2445 people in total and of that number, over 1000 entered the competition and engaged with the college. We call that a resounding success!
So, when you’re thinking about how to communicate with your audiences, don’t ignore traditional methods just because there’s something newer and shinier out there. They were used and became popular for a reason; they worked, and if you plan your campaign well, they will work for you too.
Bluestorm tips for direct mail success:
- Make it relevant to the audience – if you can personalise it, do.
- Target your audience properly – the scattergun approach will not work.
- The information must be easy to understand. Too much text or copy that’s too complicated is only going one place. The bin.
- How easy is it for your intended recipients to respond? Some may prefer to send an email, or fill in a form on your website, others would just like to pick up the phone – make it easy and give some options.