Why Direct-Mail Marketing Matters in 2021

When you open messages in your inbox, how long do any of those emails stay top of mind? We’re betting no more than a few minutes. On the other hand, direct mail sticks around and, because we touch it, it stays with us. In fact, per this RetailWire report, direct mail’s lifespan is 17 days! Grabbing attention can be as simple as enticing new customers to your retail shop with an image of what’s new, or a pamphlet with a coupon that drives traffic to your auto shop.  

Direct mail isn’t just about acquiring new customers, it’s about nurturing existing relationships, too.  A great example is Eventgroove customer Parks Veterinary Clinic. Dr. Parks helped with the Harlowton Rodeo and Wheatland County Fairgrounds Improvement Project to raise funds to improve the venue. After the fundraising campaign, Dr. Parks organized the below mailer to thank everyone who participated. Imagine if you donated funds and this came in the mail? It’s a nice, tangible reminder of how you contributed to the community! You’d be more likely to pay attention to similar messages in the future and participate in fundraisers again.

Making marketing personal isn’t just about using someone’s name. It’s about targeting the piece to speak to the recipient. Sometimes that means sending different mail pieces—using different images, language, and/or colors—to various segmented audiences within your mailing list. For example, if you own a boutique and your list is comprised of people who have only bought accessories and you want them to come back in to see your new clothes, you might capture their attention with a postcard that has images of new accessories on it as well as apparel. You could also add an incentive—maybe people who purchase an accessory will get a special discount on their first clothing purchase. 

Giving Tuesday, Mother’s Day, Mardi Gras, National Adopt-a-Shelter-Pet Day, winter holidays…if the date or time of year are significant to your organization, those are opportunities to reach out. A terrific example is our customer Red Ants Pants, a Montana-based manufacturer and purveyor of workwear for women.  Over the holidays, Red Ants Pants teamed up with Eventgroove to send out the below direct mail postcard. Anyone gift shopping in Montana would take notice of the appealing items on offer. Additionally, the message Red Ants Pants included on the back captured the ethos of the brand while creating good feelings among recipients. In addition to the message about their products, Red Ants Pants acknowledged there were those who weren’t able to afford gifts and welcomed recipients to send an email for anyone who needed a little extra love. 

Have people visited your store, website, or landing page and not yet made a purchase or donation? Consider that a trigger to send a piece of direct mail geared toward those potential customers. This action delivers a more personalized experience, which often equates to a purchase or donation (more on using trigger-based direct mail on Forbes).

Relying solely on any one marketing channel is akin to putting all your proverbial eggs in one basket. As we mentioned above, direct mail is something people can touch and feel, and that has impact. Can you imagine how people feel about getting their mail now as an activity to get out of the house? Imagine what direct mail could do for you in addition to your online and email efforts! In fact, direct mail becomes extremely effective when employed in tandem with social media, email, and advertising.  PFL’s 2020 State of Multichannel Marketing study revealed that “with direct mail in the mix, 69% of respondents were more likely to report a good response rate than they were without.”