Direct marketing is delivering the product directly into customers’ mailboxes. It offers a real opportunity to capitalize with attractive and concise messages. The open rate can go up to 90% while 70% of consumers say that it is more personal than online promotions. No wonder direct mail expenses in the US stood at $38.5 billion in 2020 alone. It requires only a response rate of 1-2% depending on the pieces sent and the product prices. So, you have to carefully pick new and mail-friendly items to get undivided attention from consumers.
In an era where marketing is predominantly digital, direct mail is a practical way to reach your audience beyond the screen. But you need to know the top picks that can boost your offline campaign. Take a look.
1. Seasonal Products
Holiday gifts are a perfect addition to your seasonal gift box. Make sure you choose products that can be put to immediate use by the receiver. Consider warm and cozy apparels. Pandemic-related concerns are still on people’s minds. Gifts like masks, disinfecting wipes or other health-related essentials in the right colors can be a great idea. Holiday inspired magnets, coffee mugs and ice scrapers are also ideal to bring in the season’s high spirits.
2. Calendars
Studies have found that an average home has four calendars. Desk calendars are also quite popular in offices. So, it is a must-add to keep your offline success rolling. Prepare ahead of time to ensure your logo is at the forefront of your customers’ minds all-round the year. It will serve as ongoing advertising and help your brand be highly recognized. Make sure to add brand colors and fonts to create a powerful impression before your prospects.
3. Imprinted Products
Visuals and imagery are powerful tools to boost interest and give your audience an idea of what your service is about. Play with colors, fonts, themes and photos to help create a distinct mental picture. Imprint the same on everyday objects like magnet cards, bookmarks, journals and water bottles. But make sure the products are matching your business goals.
For example, if you are a travel company, send tastefully curated backpacks with your brand name and contact information on them.
4. Real Products
This helps your business stand out in the crowd. You can send product samples to give your customers direct insight into your brand. For example, a skincare line can send mini bottles of the latest lotions and creams. It gives a taste of what you do and would make for a practical gift to your potential clients. You can add catalogs to help them make informed choices.
5. Eco-Friendly Items
Two-thirds of Americans wish to pay more for sustainable products while 75% of millennials are willing to purchase a product labelled as environmentally friendly. So, try to incorporate eco-friendly items to tap on climate-conscious consumers. Apparels made from recycled cloth, bamboo boxes, solar speakers and rechargeable batteries are the right picks. Consider a green logo for added effect.
Use eye-catching graphics and stamps. Make your envelope bulky to instill curiosity. Use your imagination to make sure customers know there is something interesting inside.