Is direct mail a thing of the past?  Some might say it’s going backwards and against the grain of digital, but here’s why I’m betting on it for a small-product brand strategy. 

Direct Mail offers big advantages for small brands.  It’s the only tangible form of marketing that puts your brand directly into your customers hands.  

Direct mail has seen a decrease over the last few years as larger investments are being made in digital advertising.  This decrease serves as a benefit to small brands adopting direct mail strategies because the entry point is less saturated with competition.  

The focus should remain on taking your customers on a consistent journey through all of your brand platforms,  fitting into an omnichannel approach to marketing.  If you’re segmenting your customer list and directly mailing a targeting camagin, you should also be reaching out via email with a similar campaign and directed sales funnel.  

Map out yearly campaigns around seasonality, hero products, and targeted messages (ex. We miss you!) used to drive sales for specific times during the year.

You’re the example, think about what stands out when you get your mail out of the mailbox?  What direct mail have you received that 1. You held onto for a while, 2. Engaged with and made a purchase from, or 3. Shared the brand with a friend?

Consumers love connectivity and personalization.  The digital space is so noisy that the constant bombardment of digital ads, banners, and emails has some consumers on autopilot and losing genuine connection as they scroll onto the next new picture. 

List segmentation is key for campaign and message targeting.   Here’s how to do it as a small brand: start small if you don’t have a big budget, look at your list – maybe choose to send the first set of mailers to customers who have purchased 2x or more.  

Direct Mail Campaigns can be very niche, allowing brands to reach hyper-targeted markets.  It’s more personal and creates a lasting impression, you can hold onto mail, still physically see it in your home and be reminded over again.  The average household holds on to a piece of mail for up to 17 days, that’s up to 17 opportunities for your brand to be top of mind for a consumer; that’s huge. (Source: Postal.com)

Ads disappear, emails are deleted instantly to clear room for the next one.  Direct Mail is impressionable and consumers will often keep the mail around as a reminder.  

The marketing landscape is ever evolving, so what strategies can brands look to next?  Going back to basics seems to be leading the way for brand conversion.

Ava Ghiotti is a NYC based Brand Consultant helping small product brands strategically approach creative pitching + the ever-changing landscape of retail.