Direct Mail & Marketing Isn’t Dead: Here’s How to Make It Work
Direct mail isn’t dead—and it won’t die until mailboxes die. Kenny Chapman and Chris Crew break down why direct mail still works and how to get the most out of it in the digital age. They discuss how to craft high-impact direct mail, ways to...
Direct mail isn’t dead—and it won’t die until mailboxes die.
Kenny Chapman and Chris Crew break down why direct mail still works and how to get the most out of it in the digital age. They discuss how to craft high-impact direct mail, ways to write an opening line that keeps readers hooked, how to keep your mail out of the trash, and the creative strategies that grab attention—like mailing preloaded iPads.
By the end of this episode, you’ll understand why direct mail is still effective, how to get your message opened and read, and how to incorporate it into a winning marketing strategy.
- Is direct mail marketing dead? Kenny starts by explaining why direct mail marketing is alive and well.
- While many people think direct mail is outdated, it’s far from dead. As long as people have mailboxes, direct mail will continue to be an effective strategy.
- Chris points out that people still check their mail, making direct mail a direct-to-consumer channel.
- Kenny shares how most people sort their mail. They stand over the trash can and toss out ads immediately. Understanding this behavior is key to designing mail that avoids the trash bin.
- According to Chris, direct mail is more than just letters--it also includes postcards, shared mailings, and even high-end packages that grab attention.
- Chris emphasizes that direct mail guarantees your message reaches the mailbox—something digital ads can't always promise.
- Chris shares creative direct mail strategies that get your mail opened. Some marketers used to send iPads with preloaded videos about their product—because if someone receives an iPad, they’re more likely to open it and watch the video.
- If your mail doesn't grab attention right away, it goes straight to the trash. Kenny stresses the importance of standing out instantly.
- According to Chris, a great way to stand out instantly is to add creativity to envelopes in three simple ways:
- Make it hand addressed: Open rates of hand addressed envelopes are exponentially higher than those of typed ones.
- Fold your letter for maximum impact. Not all folds are equal. Chris explains why a C-fold (instead of a Z-fold) makes a letter easier to read and more likely to be engaged with.
- The power of a compelling opening line. Your first line should be catchy enough to grab attention and expertly written such that it gets the reader to read the next line.
- Consistency is key in direct mail marketing. Chris reminds us that, just like in digital marketing, people need to see a brand 7 to 10 times before they take action.
- How to integrate direct mail into a bigger strategy. Kenny and Chris discuss how direct mail shouldn’t exist in isolation. It should be part of a multi-layered marketing campaign, including digital ads and social media.
- Follow the money to target the right audience. Chris explains how to use data like median household income, home value, and age of home to ensure you always send mail to the right prospects.
- Successful campaigns use direct mail alongside other channels such as social media, paid ads, and content marketing for the best results.
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