In the world of communication, engagement is extremely important. This, however, doesn’t necessarily have to mean all-singing, all-dancing creativity (although it can’t hurt) – rather, it’s how your messages are received by your chosen audience.
It may be that you create an integrated campaign, of which direct mail is one element – for example, running a print advertisement in Veterinary Times followed by a corresponding direct mail campaign to provide additional information or reiterate your message; or, perhaps, a print campaign and direct mail followed by a secondary print campaign to grab and retain the attention of your audience over a longer period of time, ensuring your brand and message are at the forefront of their minds.
While communication is a significant factor in engagement, so is effective targeting. Why not send your chosen audience personalised regional mailings with details of their local territory manager? This gives them a direct link to your company on a local scale, allowing territory representatives the opportunity to build and maintain relationships with practices.
Whatever you decide, direct mail marketing remains an essential component of your marketing mix:
- Direct mail achieves a 4.4% response rate compared to email’s 0.12% (Direct Marketing Association)
- 65% of people say they are likely to give postal mailings their full attention (Royal Mail MarketReach)
- 30% share more – mail is often shared with at least one other person (JICMAIL, Kantar TNS, 2017)