Benefits of Direct Mail for Publishers
Direct mail marketing can be a very cost-effective channel, Posthub works with you to determine your campaign timings, volumes and delivery costs. With access to the best-in-class delivery partners, we work within your budget and access all of the most relevant incentives and promotions to give you the best return on investment available.
By delivering something physical your publishing brand has a real opportunity to stand out and grab the recipients attention, to gain new customers, reactivating old customers or improve existing customer loyalty.
In an increasingly digital world, the delivery of a physical item could create a catalyst to getting your target audience to take an action. With less creative restrictions of space and time than some of your digital marketing channels, your creative format can be personalised to the reader. It can highlight examples of titles that they could like, and create a bespoke call to actions such as specific price promotions for book or title bundles.
With direct mail, there are a number of targeting options available to create your delivery file. This can be using existing data or sourced data to create your audience. With direct mail, specific target segments can be identified for media relevance, awareness and even previous or forecasted spend/consumption on titles.
- Integrated Multi-Media Opportunity
Direct Mail can play a pivotal role within the advertising media mix Its physical form can create memorability and target the relevant audiences, increasing purchase intent.
The geographical nature of targeting an address and recipient can create a strong base for cross-channel marketing with greater reach and more opportunities for brand engagement.
With direct mail, your brand has more opportunities to create strong recall and even a sensory experience. This creative approach could provide direct connection and experience for the retailer with the recipient. Whether this is through the use of the branding colours, shapes or images, different textures in print finishes or even inclusion of a specific scent or taste through integrated sampling techniques.
If your creative brief calls for something different to gain attention, your direct mail campaign doesn’t have to comply with the traditional approach. With today’s direct mail print techniques your final item has minimal creative restrictions. Take a look at some creative examples here.