Email, online messaging, and social media rose to prominence so quickly that most of us now refer to traditional mail as “snail mail.” Indeed, the postal service is slower and more old-fashioned than the high-speed information we’re now accustomed to. Today, every marketing strategy relies heavily on online campaigns via email, social media, and video-based advertising to reach consumers where they are (their computer, tablet, or smartphone).
However, businesses are missing out on opportunities to generate leads if they neglect direct mail scouting outright. Snail mail might be old technology, but it can still be effective in reaching people and boosting your brand’s visibility. If you don’t believe it, let’s examine why direct mail scouting still works to get more leads.
Personalization
Aside from bills or IRS notices, there’s something nice about receiving a letter or postcard in the mail. Ideally, these letters will come from a relative or dear friend, marking a special occasion like a birthday or upcoming wedding. This type of mail is special because it is personal. You’re addressed directly, and your name is probably hand-written on the envelope.
Obviously, no one is as thrilled about receiving mail from a business. Still, marketers should understand the inherent importance of personalizing their direct mail campaigns, even if it’s just to say “thank you” to a previous customer. People are more likely to open a piece of mail if it seems customized for them, right down to the handwriting. Emails and social media responses can be personalized, too, but they’re often not as effective as a personal letter or postcard.
Landing Local Leads
Snail mail may not be lightning fast like email, but it doesn’t take long to send letters, postcards, or pamphlets out to local addresses. For small businesses, this local connection is key for generating new leads. Even when people use their smart devices to find goods and services, they often do so to find places near them, after all. Direct mail scouting is a powerful tool for reaching your local audience and bringing in new business. If nothing else, it brings awareness to the community.
Tangible is More Memorable
While digital books and newspapers have certainly grown in popularity, plenty of people still prefer to hold onto something physical. The same applies to marketing campaigns. It’s much easier to mindlessly empty your email inbox than it is to throw away mail. Most people at least give their snail mail a look before tossing or ignoring it. Tangible objects are simply more memorable than fleeting digital information. Marketers can use this to their advantage by sending out unique and appealing letters or postcards that will stick in people’s minds.
Use Direct Mail Scouting to Boost Online Presence
Direct mail scouting might be an old-fashioned way of generating leads, but it’s not necessarily in conflict with online marketing. The best marketing strategies use all available methods and try to make them work in conjunction. Businesses can use snail mail as a tool for boosting their online presence and gaining online leads. They can simply include their Twitter and Instagram handles as well as their Facebook page and email address in the letter itself. This way, if the recipient is interested in the business but doesn’t want their mail pile to keep climbing, they can follow it online and toss the rest.
