What is direct mail?
First of all, its very important to have a direct marketing strategy in place. And using an integrated marketing approach will have maximise engagement, response rates and overall return on investment. And there are lots of great marketing tools out there to help grow your business.
One of the most frequent and commonly used marketing methods has been emailing. However, since the introduction of the GDPR legislation, it is becoming significantly more challenging for businesses to use email marketing.
One tool highly effective tool that has been least affected by introduction of GDPR is Direct Mail. And it still remains to be one of the most effective tools to have in your marketing toolbox.
What is Direct Mail?
Direct Mail, is a direct marketing technique that combines great content and design that truly captures the heart and minds of its target audience. Printed on paper and enveloped secured for delivery through single letterbox. Since the introduction of GDPR, direct mail is having a renaissance because more and more companies are using it.
What are the advantages of Direct Mail
Most consumers recognize that mail actually takes more time and effort to produce than email. And when used correctly direct mail campaigns help reassures customers that they are truly valued.
Furthermore, Direct mail has far less competition in an actual postbox than compared to email. According to a recent study by Royal Mail 94% of direct mail is engaged with in some way.
Compare that figure to email campaign open rates, which are less than 20%.
Also, did you know that on average advertising mail is kept in a household for an average of 17 days, approximately 38 days for leaflets and bills and statement around 45 days?
How many promotional emails did you delete last week?
Effects of GDPR
So, providing you have a legitimate interest to communicate with your customers you do not need consent for direct mail. However, please ensure that customer data is guarded at all times, and your company has a transparent and robust opt-out process.
Direct mail is having a renaissance Post-GDRP and it will prove to be a very effective ally for your company moving forward into 2019.
Contact PostSmart and for more information on how we can help kick-start your direct mail campaigns.
