Influencer marketers could learn a thing or two from direct mail
Taking a leaf out of direct mail’s playbook, hyperlocal influencer marketing could be the answer to your brand’s personalisation problems, writes Taryn Williams.
Direct mail. It’s so local and so ’90s. But it still works. According to SEMA Group, 92% of all direct mail is opened, and 48% of people took action after receiving direct mail. See if you can find an email campaign which managed that.
So direct mail, despite the technology onslaught, still works. In actual fact, that onslaught potentially helped it work better. It might be time, then, that technology took a look at direct mail and stole a play from its book rather than trying to dismiss it. The play it should steal is hyperlocal, personalised, marketing tactics.
We are living in a disrupted world. Technology has invaded our lives with myriad options and opportunities. But it has done so on a limited number of devices and platforms. That means that while there is a lot to look at, it’s all crammed on to only a handful of devices. Your smartphone, laptop, tablet, TV, for example. And then on those, only a few platforms: Instagram, Facebook, Twitter.
The simple fact is a letter in your mailbox doesn’t have to compete with a 57 new Instagram posts, 14 new LinkedIn connections, three new Facebook friend requests and 89 retweets – not forgetting Spotify and Netflix.
Brilliantly said Taryn. So refreshing to hear this (I believe) more evolved understanding of influencer marketing.
Hmmmm.
92% of all direct mail is opened. 48% of people took action after receiving direct mail.
I’d love to see the questionnaire – does anyone have a link?
It feels like the word “ever” (or similar) may have slipped in there somewhere. I’d like to see the “always” equivalent There is a big difference between ‘do you ever take action after receiving direct mail’ and ‘do you always take action after receiving direct mail’. (And that doesn’t mean binning it).
Totally agree with your skepticism JG. And I would take a whole lot of convincing to believe in those stats.
I do agree that local works though…
Having run a hyperlocal website for nearly five years, I can tell you local works – find your local hyperlocal website and their founder and you have found an influencer. Local is the new black
Interesting post.
If you are targeting over 50’s or seniors, direct mail can be a very effective option. Morgan data suggests that they are far more likely to read direct mail (personalised or not personalised) than any other age group.
With un personalised mail it can be a mixed bag and will depend on the category and the offer if there is one. Whilst i agree we are receiving less mail than ever before, if your material is delivered with or close to the day when retail sales catalogues are delivered your direct mail can get completely lost in the clutter.
On the other hand, I have seen impressive conversion results with personalised mail for this audience.