With so many marketing options available in todays landscape, it’s essential to pinpoint the tactics that are going to deliver the best results for your business.
For some, this will be large scale events and sponsorships to enhance branding, for others, it will be more direct contact with an individual to influence behaviour. This direct contact is what is known as ‘direct marketing’. It’s a more targeted approach than publishing or broadcasting a single messaging hoping that someone takes notice. With direct marketing, you’re almost literally putting the communication or marketing collateral in their hand.
Some common types of direct marketing
- Email – this is where a customer or prospective customer has given you their email address and consented therefore to receive communications from you via this channel
- Traditional mail – Sending correspondence through the post allows you to send a tangible product – it could be a flyer, catalogue, postcard or other form of print collateral
- Telemarketing – it gets a bad wrap in some circles, but this is from outbound telemarketers who have poorly matched their product or service with the telephone candidate. When planned and executed well, telemarketing offers a discussion format that many other channels cannot compete with
- SMS – For short, sharp messages, SMS can be a great way to communicate, and with so many smartphones on the market that link to the internet, it’s easy to send people to a landing page to get more information
Which platform to use for direct marketing
It’s impossible to say which is best because every business will have different goals, difference customer demographics and different channels available to them. What I can say is, email engagement is declining and direct mail is seeing a resurgence.
As consumers, we are being bombarded by hundreds of emails a month – do you read all of them? Do you read even half of them? Email marketing has become highly cluttered and really relies on the headline to prompt any sort of further reading – that’s if it gets past the spam filter! If you’re planning an email marketing approach, speak with us about ways to cut through the noise and make an impact on your customer.
Print on the other hand, has taken a back seat to its digital rival over the past decade or so, but is back firing on all cylinders. Australia Post delivered mail is getting the best penetration with messaging. Consumers want to feel and touch brands again. They want to flick pages to read. Smell the paper. Fold the corners…. If you can deliver this, then you’ll get a level of cut through that you simply cannot get from email marketing.
One problem with email is the requirement for opting in. And the new GDPR privacy laws have just added yet another layer into that mix. The great news with the ‘snail mail’ approach, is that you can send collateral to anyone, whether they have done business with your before or not, and whether they have invited you to communicate with them or not. This means that even if a customer has unsubscribed from your email database, you are still within your rights to post correspondence to them!
Direct mail through the post lasts longer than an email does. An email is opened once, maybe twice, scanned and deleted. Direct mail on the other hand, when executed well with a high level of engagement, will stick around the kitchen bench or better yet, put up on the fridge to take advantage of an offer, for days – sometimes longer.
At colourwise, we advocate an omni-channel approach to achieve maximum results, and take the time to work with our clients to develop the best direct marketing strategy for your particular needs and business.