Direct mail FAQs
Whether you’re new to direct mail or aren’t sure whether this strategy is right for you, check out our FAQs, which will answer most of your questions.
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Frequently asked questions
Because the letterbox is still king!
A physical piece of mail, on average, will sit in a recipients’ home for an average of seven days, providing ample opportunities for engagement, interaction, and the customer doing something that makes you money! What’s more, direct mail can be personalised in a way difficult to do via online advertising, while physical mail lives in your customers’ memory for longer and builds your brand awareness better than seeing an ad online, too.
People are also more trusting of direct mail, and even in the 2020s would rather read a physical piece of material rather than digesting what you have to say on a screen!
Yes!
Direct mail works well as a standalone marketing channel, but it can be even more effective used alongside digital advertising campaigns, especially if you’re able to capture customer data to enable you to send physical mail to people who use your website.
Direct mail always works best as part of a wider campaign, complementing your other marketing channels.
A generic piece of mail might not get a second glance and quickly be assumed to be junk mail, ending up in the recycling bin. In contrast, a personalised piece of mail speaks directly to the recipient. You’ve sent something specifically to them, and not just a generic mailshot to thousands of people in the hope you’ll catch a bite.
Personalised mail creates a connection with the recipient and makes them more likely to take action, especially if you’ve included a personalised offer, like a discount, or shown them products you know they’re interested in.
At Mams, we have an expert team of data scientists that can drill down into your data and ensure that you send the right personalised direct mail, to the right people, at the right time.
If you’re looking to target a new audience rather than your existing database, we can use our own demographic data to help identify where your potential customers live, and create personalised direct mail designed to engage them with your brand!
This depends on a range of factors, so we can’t give you a definitive figure without knowing the details of your campaign.
However, we know our combination of expertise and use of world-leading technology makes us one of the most cost-effective direct mail businesses anywhere in the UK. Contact us now to discuss your campaign and get a quote!
One of the big reasons people shy away from doing direct mail campaigns is they don’t believe they can track responses accurately, but this couldn’t be further from the truth! Measuring the success of a direct mail campaign doesn’t mean sending out mail and then waiting to see how much more the phone rings, or whether your shop feels like it’s busier over the next weekend.
You can measure the response rate and success of your direct mail campaign in many ways, including:
- Using a unique phone number on your mail, then tracking calls to that number.
- Using a unique website URL on your leaflets, then tracking visits to that page.
- Using a QR code to direct people to download your app or to your website and tracking the number of visits.
- Using a unique discount code or offer, then tracking use.
- Adding a voucher that can only be used in store, then counting how many you receive.
As you can see, the notion you can’t measure your direct mail response rate couldn’t be more wrong!
It depends what your objectives are and how you’re tracking engagement and responses.
However, it’s often a waiting game to see what happens once people have received your leaflets. With Mams, we’ll make sure that your mail gets there when you need it to, so measuring the effectiveness of your campaign should be easy and straightforward.
Once you know the results of your campaign, we’ll work with you to ensure the next one gets an even better response!
Personalising your direct mail goes much further than simply knowing your customers’ names and addresses. You can personalise your mail in a number of ways, including by sending offers, discounts, and information based on your customers’ browsing and buying habits, sending content based on their location, or giving them a treat for their birthday.
When you personalise your direct mail campaigns with Mams, there are over 14 million potential data combinations you can use, ensuring each and every one of your customers gets something truly personal to them!
You can be as creative as you like! Whether you’re sending out a simple postcard or a multi-page brochure, Mams will help you stand out on the doormat, whether you need something loud and bright or a simple, understated piece of direct mail.
Send us your designs or ask us to come up with the creatives that your customers will love!
A significant volume of brands’ marketing and advertising budget is spent online, but there are still huge opportunities to be had from utilising direct mail as part of your overall marketing mix, including inspiring your customers to use your website! Direct mail truly has multi-channel potential and is a fantastic way to drive digital conversions.
What’s more, direct mail is:
- More personal, which customers love
- Focused on a relevant audience
- Easy to measure
- Limitless in terms of the creative scope and reach of your campaign
- A great opportunity to create multiple touch points with website visitors and email subscribers
- A must do for your business!
A joint mailer is where you send out your direct mail as part of a pack with other businesses. You can save money on postage costs, reach relevant shared audiences, and best of all, with Mams your mail is guaranteed only to go out in a joint mailer with non-competitor businesses.
Contact us now to learn more about our joint mailer opportunities.
Contact UsEvery business can benefit from using direct mail!
Even if you conduct your business and sell exclusively online, direct mail is still a fantastic opportunity to connect with new and existing customers and inspire them to visit your website.
It depends how you do it!
At Mams, we only use sustainably sourced paper and water based inks, ensuring that the environmental footprint of our clients’ campaigns is minimal. Not only do you save money when using Mams for your direct mail campaigns, you can have confidence that your business is communicating with its customers in an ethical, environmentally responsible manner.
