Marketing

Do postal campaigns still work in 2022?

Nov 14, 2022

These days a lot of people seem to assume that digital marketing is the only effective option for attracting customers. The popularity of social media, an internet-driven society and the ease of pay-per-click advertising seems to have bred the idea that the only effective strategy for marketing is a digital one.

This is very far from the truth. In fact, in 2022, direct mail is one of the most effective marketing channels across a wide range of industries. The lucrative homemover market being one of them.

In this post, we'll look at why direct mail is still seeing fantastic results. We'll also explore direct mail trends that direct marketers are using to help make sure their direct mail campaigns are spreading the right message in 2022.

4 reasons why a direct mail campaign works for the homemover market in 2022

It's easy to dismiss direct mail as old-fashioned, expensive or ineffective but it can actually deliver impressive and consistent results. Research has revealed a number of reasons, across behaviour, psychology and even neuroscience to show why this is.

1. It can bring together the impact of physical marketing with the convenience of digital marketing

A lot of people seem to think direct mail marketing is dead just because digital marketing is more convenient. This is completely false.

Admittedly, when targeting homemovers it is unlikely you will want to send out a full colour catalogue detailing your exact services. But you also need plenty of space so you can showcase what your company offer to help you convince customers to choose you.

This is why a lot of businesses stick with email marketing, where customers only need to follow a single link to see a website. Then they can access everything they need to know with a couple of clicks and easily send any further questions or book relevant services.

But this ease of access does not have to be limited to digital outreach.

In 2022, a lot of modern direct mail also includes QR codes. This is an easy way of linking your physical marketing mail with your online presence. Potential customers simply scan the QR code and are whisked away to your website for more information.

This is just as convenient as clicking the link in an email. And when you send out postcards and mailers you also get the benefits of physical mail.

Once potential homemover customers have received your marketing outreach, they are left with something physical. Something that will stick around and they will repeatedly see. Unlike an email, that will quickly sink to the bottom of an email inbox or be lost in the depths of a junk mail filter.

The homemover market is one where customers will really appreciate this ongoing presence. They are already struggling with stress and the weight of a hundred decisions and to-do lists. Giving them something physical that they will keep spotting can be the advantage that secures a conversion.

2. It escapes 'digital fatigue'

Another edge that direct mail has over digital campaigns is that it beats digital fatigue.

Back in the heyday of direct mail marketing, it was common to come home to a doormat littered with unsolicited fliers and letters. Even though they made a bright, colourful distraction to bills and bank statements, the sheer number meant the majority of direct mail headed straight into the bin. Consumers wouldn't even take the time to filter through to see if any of it was actually useful. If it looked generic, it was gone.

This is because they were suffering from direct mail fatigue. Too much, too often.

In 2022, direct mail is no longer the only form of outreach available. Companies assume that because digital channels are cheaper to use then they offer a higher ROI. In turn they build their marketing strategy around digital ads and marketing instead.

And now it's gone the other way.

Instead of a cluttered doormat, we suffer from overstuffed inboxes. Every time you open a browser you're bombarded with adverts. Whether you're reading a news site or scrolling through social media, every third thing you see is a paid advert with 'personalised offers' mined from your internet history.

We are overwhelmed with choice and bored of having it flashed in our faces. Digital fatigue has taken over.

This means direct mail is more unusual but more engaging. Research has revealed that up to 77% of Gen Z and Millenials are actually happy to receive direct mail marketing. The same research by WARC and Royal Mail discovered that 9 out of 10 people will open or read direct mail - an engagement rate most digital marketing channels can only dream of achieving.

3. It makes a deeper impact

Direct mail isn't just more effective due to being more unusual. Neuroscience research carried out in conjunction with Royal Mail has shown that a direct mail piece makes a longer-lasting impact than digital advertising.

For example, direct mail is 49% more likely to make an impression on your long-term memory than email marketing. It has also been shown to be 35% more engaging.

This is partly because direct mailers are a more multi-sensory experience. The mail pieces themselves create a tactile, physical connection alongside the visual experience.

Digital response options also have an extra layer of interaction. Most people will follow links online multiple times a day, every day. However, reaching for your phone to scan QR codes is an extra action, an extra step, that is more likely to engage customers' attention.

4. It allows for easy and effective targeting

It is easy to get carried away over the cost of a direct mail campaign. The printing and postage costs of mass mailings can quickly add up and this means you need to get a high response rate or conversion rate for it to be considered cost-effective.

But it is also easy to target direct mail marketing campaigns. This lowers the printing and posting of your marketing postcards or letters. This is even more effective in niche areas like homemover marketing, where you are already targeting consumers who are very likely to need your services.

Direct advertising mail allows you to narrow your direct mail campaign using highly relevant factors like geographic area or moving journey stage.

Effectively targeting your direct mail will cut down on the cost of the campaign, raising the chances of achieving a higher ROI than you could expect to see on a cheaper but less effective digital campaign.

Direct mail trends in 2022

The direct mail marketplace may be less crowded in 2022 but you should still strive to stand out. Embrace these tips and trends for homemover direct mail to engage customers and make the most of your direct mail campaign.

Personalisation

To provide the best customer experience you need your marketing to speak directly to your potential customer. It needs to feel relevant, directed and personal. This is a proven way to increase response rates.

When you target homeowners, it's easy to personalise based on customer situation as the house moving process has quite a few universal touchpoints.

When it comes to personalisation, something as simple as addressing your mail can seriously increase engagement. In fact, one study showed that people are upto 84% more likely to open direct mail that has their name on it. Here at MoverAlerts we can include customer names with our homemover data to help you make a more personal connection with your direct mail.

Targeting using customer demographics and locations

More and more people are realising the importance that targeting direct campaigns can play in improving your ROI. Whether you’re targeting your campaign to local or specific locations, or aiming at a demographic such as homemovers, it will make sure your marketing is being seen by people who need the service you provide.

Here at MoverAlerts, our data can help you target homemovers based on location and which stage of the homemover wave they are in. We can help make sure your outreach meets potential customers at the exact point they need you.

Even better, as well as saving money, targeting your customers with direct mail will lessen your company's environmental impact - something that a lot of consumers are concerned with during 2022.

Using QR codes

We've already explained the benefits of including QR codes above. If you're using short-form direct mail like postcards or leaflets, QR code usage makes it quick and easy for customers to find any extra information they need.

It also adds a level of interactivity to your mailers that will increase how memorable your direct mail is.

Are direct mail campaigns still effective in 2022?

When it comes to home mover marketing, direct mail campaigns are still one of the most effective marketing approaches available, for all the reasons outlined above. But if you want your home mover marketing campaigns to have the best possible ROI, you need to make sure you're targeting the right people.

Here at MoverAlerts we can help make sure your direct mail is reaching the people who need your services, providing qualified home mover leads sourced from data that covers 99% of all residential moves in the UK. We can even take care of creating and sending direct mail for you with our fulfilment service.

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