Sometimes the old classics of marketing come back around for another hit on the marketing wheel.
Sending marketing in the post might seem like an antiquated form of marketing – and not to mention expensive.
But there was someone I knew about who won an award for a marketing campaign and it was all done via the postman…
Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!
Don’t like videos? Here’s the text version:
Should You be Trying Out a Snail Mail Strategy?
Hi I’m DJ from Rainbow Dragon Digital and in today’s video I’m going to be talking about whether you should be sending stuff in the physical mail as a part of your marketing strategy.
If you haven’t subscribed to my YouTube channel already please do it’ll help me loads and if you click the bell, you’ll get notified when I release new videos.
Why People Are Hesitant to Use a Physical Mail Strategy
So today I wanted to cover the idea of sending marketing through the physical mail, which some people are very hesitant to do because it can be expensive. It can be really, really hard to measure, and hard to know whether it’s actually worked or not or why it’s not worked.
And these are all very valid concerns and there’s a reason why physical marketing is no longer a major marketing strategy. Beyond you know digital marketing taking over almost everything, physical marketing is a very expensive way to go.
When Does a Snail Mail Strategy Work?
I want to talk about when you could use a snail mail strategy and when you should use it.
One of the clients in my old job, when I was working for business coaches, one of them won an award for Best Marketing Campaign. They were a design agency and the campaign they won for was where they sent these like tubes that were filled with this beautiful custom-made design for each person that they had sent the tube to. It was highly customized and very expensive to produce. But the thing that made it so good was the return from it – they got something like a 200% return or 300% return. Even though they spent so much money to make it, the clients that they were going after were the big clients that were going to bring them lots of money.
Marketing Isn’t Expensive Until the Return Isn’t High Enough
And this is kind of like a fundamental principle in marketing, generally, is that something is not expensive until the return from it is not high enough. You should constantly be trying to find ways to spend marketing money that’s going to bring more money in.
You need to really look at it that way and not just, “How much money do I have and can I afford this marketing right now?” You need to look at the longer picture.
But coming back to to the physical mail, I think the reason that worked and the reason that it was so successful was because it was highly customized. It was super beautiful and so when somebody opened it, was like opening a gift.
The Key Point: Don’t Just Send A Letter in the Mail
And this is the key point: if you want to use physical marketing, don’t just send a letter, send something that is going to surprise and delight. That is the key thing to keep in your head. Go back to your target person, think about who they are.
Think about what their wants, needs, fears, and frustrations are and find something that’s really going to make them so happy. Something that’s going to really surprise them and then that will be a physical mail marketing strategy that will work.
If you’d like to bounce around ideas around your physical mail marketing strategy, feel free to get in touch with me, I’m happy to have a chat with you.