Long Live Direct Mail!

In this fast-paced, immediate age of digital/social media, some marketers are questioning the future of direct mail. Not us! At Malouin Marketing, direct mail is still a thriving and, more importantly, highly successful marketing tactic for our clients.

Confirming that direct mail is not dead, findings from a recent survey by Sourcelink revealed that direct mail ranked number one in planned channels for 2012. One of the key factors in direct mail's ongoing success may simply be human nature. A recent Forbes article stated that "physical media-AKA direct mail-left a 'deeper footprint' in the brain." In other words, the tactile experience cannot be underestimated.

The article also noted that "Direct mail surprisingly transcends the age demographic, with younger consumers (the 18 to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources."

That's why we are offering a few of what we consider some of the most crucial tips to help ensure a successful direct mail campaign:

  • Your mail list is king - If you remember nothing else, remember this: The more you know your target audience, the more likely you are to garner the best response rate and profit, and generate the most cost-effective leads and loyal customers. No matter how beautiful or beautifully written your piece is, it's guaranteed to fall flat if you're not mailing to the right people.

  • "Lumpy" mail gets attention - It's a proven fact that mailers with bulk - also known as "dimensional" mailers - enjoy higher response rates than flat pieces.  If your budget permits, send your targeted prospects a memorable giveaway item that's relevant to your organization/campaign and that they're likely to use ... or at least keep around.

  • Everyone loves a freebie - Studies show that an offer with a free gift usually out-pulls discount offers, especially when the gift closely matches your prospect's self-interest. For example, if you're opening a new garden center, you're better off offering a free potted geranium for stopping by, rather than a 25% off coupon. 

  • Include a call to action - Tell your readers exactly what you want them to do and don't forget to create a sense of urgency by including a deadline to take action. To further increase your chances of a response, offer many options - a business reply card to return in the mail, a phone number to call, a website to visit, or even a fax number, if relevant- to your audience. (I know many medical practitioners who still prefer communicating via fax!)

  • It's about form and function - While compelling copy is critical to persuade action, how copy is laid out is just as important.  For easier readability, incorporate subheads and subtitles, and use bullet points and small segments of information. Don't overcrowd copy - ample white space makes a piece look cleaner and more professional.

  • Make it visual - It is estimated that 60% of us are visual learners. So if you want your new product or service to be remembered, go beyond just the words and make your direct piece visual by using a memorable image or a unique infographic to help tell your story. 

At Malouin Marketing, direct mail marketing is, and always has been, one of our key specialties. We've helped clients of all sizes meet their customer retention or client acquisition objectives by developing clever and effective direct mail programs. We'd love to help you meet yours!

Contact us today for a free, no-obligation quote on your next direct mail project.


Malouin Marketing
2110 Artesia Blvd., #356
Redondo Beach, CA 90278
(310) 880-7890

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