If you think using direct mail is not for you, you’re certainly wrong. Many understand the power of direct mail, this includes some of the biggest corporations in the country. Apple and Google are just two that are using direct mail to close more sales and thrive in this multifaceted business era. In fact, a certain report asserts that direct mail accounts for 39% of new customers. Therefore, if you’re targeting new customers, this is surely the way to go. Have you wondered which companies are using (and have been using) direct mail marketing? Do they generate more leads? What are their ROIs (Returns on Investments)?
Apple, a giant tech savvy corporation, has not yet dropped the ‘conventional’ direct mail marketing strategy. For many years, Apple has been an ardent user of direct mail in advertising their products. Apple even sent out printed posters of their Mac Pro computers to several journalists. The posters outlined several features of the Mac Pro’s design and included a brief advertising message, whose impact to the customers was much greater than email or other marketing strategies. Every so often, Apple continues to send out direct mail to potential clients.
From Apple’s direct mail marketing techniques, we can deduce several lessons. First, if you have to send direct mail, make it as interesting as possible. Spend as much money as required to deliver the message in the appropriate intensity. In this instance, Apple sent high quality pictures that impacted a deeper message to the recipients than any piece of writing would do.
Second, let the message be clear. What’s your specific intent when sending out the direct mail? Are you trying to create a permanent impression in your audience? For Apple, all they wanted was to seek attention of the journalists, which they successfully achieved.
Third, know your target. Your target audience differs depending on the nature of your products. Apple’s products are high-end. Therefore, sending mail to a nebulous audience would be expensive for no reason. Their target was a small group of individuals who would influence other people to buy the products. The targeted journalists would later market the Mac Pro computers freely and reached a wider audience that Apple would not have managed using other marketing techniques.
Google, one of the largest global internet powerhouses, uses direct mail a lot! Don’t be surprised to find a small envelope with Google’s logo in your mailbox. As ironical as it sounds (using letters to advertise an online platform), Google uses direct mail to promote its services, provide useful information about advertising, deliver coupons and generate more leads. Not forgetting, Google owns one of the largest email platforms. However, using direct mail campaigns helps the company cut through the marketing clutter by targeting specific customers. The response is always overwhelming.
American Express, an American financial company, is also a major player in direct mail marketing. The company sends direct mail to business owners trying to invite them to their Merchant Financing department. Usually, their envelopes are exclusively designed to create an outstanding appeal for their clients. Recently, the company sent numerous mail to business owners. Although they wouldn’t specify their clients’ names on the address section, the recipients were businesses they thought would use their American Express Cards. In the same breath, their call-to-action was quite attractive to many customers, and the fact that it was transcribed on top of the envelope increased their open rates. Customers were required to apply for the cards over the phone or online.
In other mail, American Express did not shy away from sharing testimonials from other clients who used their cards. These testimonials would create a sense of confidence among clients regarding their services.
Burger King is not just an ordinary food chain store; its management is well conversant with the benefits of direct mail marketing. The company targeted the people around their restaurants hoping that they would visit more often. The benefit of targeting people close to your business is that they know your physical location, and therefore, they do not have to resort to the internet to get your company profile. The mail provided more information about the company as well as special coupons. The company also gives its clients a chance to send them feedback by filling out surveys and sending them back.
T-Mobile prides in attracting a huge number of clients through sending them direct mail. Their launch of the “Un-carrier” strategy in 2013 through direct mails rocketed them to being the third American wireless provider. Their target was small businesses. Their tagline, that they were set to change business for good, created some positive impression on their customers. They would also include their pricing plans in the mail so that the customers would make informed decisions before approaching the company.
The automobile company also couldn’t resist the benefits of direct mail marketing. Land Rover sends posters and postcards containing images of the company’s vehicle meandering through some local routes. The poster contains several panels which are fun to open, symbolizing the adventures and discovery associated with the company’s vehicle. The mail attracts emotional benefits for the company, which complement its strong brand identity among prospective clients.
The benefits that come along with using direct mail marketing cannot be shortchanged. Many big companies won’t hesitate to invest huge sums of money sending mail to prospective and existing customers. If these top organizations’ successfully use direct mail time and time again, you don’t need any additional proof that it works. With the right reasons and strategies, direct mail marketing could be the springboard for your business.