Build Your Business, Protect Our Planet
What is Direct Mail Marketing?
Direct mail marketing is any physical correspondence (i.e. flyers, postcards, catalogues, leaflets, letters, etc.) delivered physically to a prospect's mailbox.
Direct Mail Types
A range of direct mail types are available for your marketing campaigns, including catalogues, magazines, brochures, letters, flyers and leaflets, postcards, and many more. However, some will work better than others, depending upon the goals of the campaign. As you continue reading, we will share how to make your next direct mail campaign more successful and keep it eco-friendly.
Why Direct Mail Marketing is Beneficial to Your Business
1. Higher ROI
Every single day people are bombarded with hundreds of emails which are usually deleted and unread. However, you only have one letterbox, meaning you get considerably higher chances for your direct mail piece to be opened. In fact, research shows that four in ten people enjoy getting physical mail because it has an emotional connection. This explains a median ROI of 29%.
2. Direct Mail is Interactive
Your prospects physically need to handle mail and will look at it before deciding whether to keep it or bin it; hence you have more chances to stand out than with email. In addition, including a coupon or a promotional offer that prompts your prospects to act upon it, such as using it online or bringing it to your business, will increase the likelihood of keeping it.
3. Less Competition
Many companies are using digital marketing as some people consider it cheaper and take less time and effort to see results. As such, so many businesses miss out on this proven marketing strategy, meaning it is easier to stand out.
4. Works Great With Digital Marketing
It is not a secret that every great marketing strategy uses multiple channels. For example, it can work wonders if you include discount coupons which they can use online. Or give your prospects something to do with your direct mail piece like participating in a competition by taking a selfie, watching a video, etc.
5. Direct Mail is Trackable
There are various ways how you can track the success of your direct mail campaign. For example, you can designate a specific landing page URL or unique phone number to call depending on your direct mail piece. So when people visit your landing page or contact an assigned number, you will know that they came from that direct mail campaign.
6. Direct Mail is Tangible
Research shows that 66% of people have purchased a product because of direct mail. Imagine getting a coupon book from Subway or one of your favourite clothing shops. The chances that you will keep the coupon book are high even if you do not have spare pennies to spend. But next time you want to buy that purse or those shoes, you will remember you have discounts you can rely on. Contrast this with emails. We get bombarded with deals every day by email, so the chances of acting upon it are lower than with direct mail.
How we Provide an Eco-Friendly Direct Mail Service
By placing sustainability first, we're working to change how our clients, suppliers and consumers view their responsibility to the planet. We're making progress across five key initiatives. Let's go through them quickly.
1. Waste Management
Our processes identify new opportunities for recycling based on inbound work. With solid reuse and recycling channels for our everyday work, we continue to reduce paper, board and other consumables from our office and centres of excellence.
2. Energy Consumption
At Flow, we've reduced energy consumption across the board. That's due to our ongoing goal to switch to intelligently applied, low consumption heating and lighting. As a result, we've managed to cut our water use in half despite the company doubling in size!
3. Team Effort
Everyone at Flow takes responsibility. The effort we've put into educating staff on our goals is paying off. The entire Flow Fulfilment team works hard to incorporate sustainability and energy reduction at every opportunity each day, including their travel arrangements. As a result, car sharing's on the up, and more staff are cycling in or working from home. The canteen's now segregating waste, and we're constantly creating new ideas for continued improvement.
4. Biodegradable Packaging
We're working hard to reduce plastic consumption from direct mail. Using biodegradable packaging and reduced plastic content films made from cleaner polymers, we're slowly but surely reducing our company's carbon footprint and our clients. In addition, we only offer sustainable, FSC-accredited envelope stock and source our packaging products as responsibly as possible.
5. Sustainable By Design
We actively encourage ethical sourcing and end-of-life cycle biodegradability into every product. We communicate our ideas to suppliers and clients alike as we continue to advocate the weight of environmental responsibility behind every business choice.
The Complete Direct Mail Package
At Flow, we provide your business with a complete direct mail package, including:
- Campaign management
- Data purchasing and cleansing
- Machine enclosing (where appropriate)
- Biodegradable polywrapping (where applicable)
- Direct mail fulfilment
- Postage discounts
Please contact us today to help you create and implement stunning, measurable, and effective direct mail campaigns.