I had yet to learn what either of those marketing methods were. Direct mail phrase always sounded alien to me. But, because the door-to-door leaflet distribution is self-explanatory, I always thought this was the best option for me and my business.
Which direct marketing method to choose: direct mail or door to door leaflet distribution
I am sure I am not alone in this. Thus, I invite you to embark on this journey to understand direct mail/D2D leaflet distribution and how both marketing methods differ. After reading the article, you will feel confident choosing your next direct marketing campaign.
While both Direct Mail and D2D aim to promote products and services to a target audience, their approach and effectiveness differ.
In simple terms, direct mail involves sending promotional material directly to your customer’s mailbox.
Examples always work beter at explaining things, so you can find a few below and see if any of those resonate with you and your business.
Example one: Your business specialises in selling furniture, and you have tried email marketing with little or no success. However, you have all these existing customers who you could turn into repeated ones. That’s where direct mail marketing comes in.
You create a visually appealing catalogue or a brochure of your products. Then, together with a personally addressed letter to a customer with a no-brainer deal, you post it out.
Example two: You have an estate agency, and you want to send out promotional letters to either homebuyers or home sellers. That’s where geographically targeted direct mail comes in handy. Your letter is enclosed in an envelope and sent out in bulk to potential customers. As a result, competitors cannot see your marketing strategy as they would if you had chosen leaflet distribution.
Direct mail marketing methods might be costly, especially if you are targeting a large audience, but they can surely reap sweeter rewards.
Read our blog on ten reasons why Direct Mail is still a powerful Marketing Tool to get a better understanding of Direct Mail Marketing.
I am unsure about you, but I get bombarded with personal and work emails daily. Unless it is something important, it goes straight into the bin. However, when I get mail addressed, I will open it ten times out of 10. There is something different when you can touch the paper, visually browse products by turning pages or read a letter without looking at your screen.
Highly targeted: it allows you to target specific individuals or households based on demographics, geographic location or purchasing behaviour. This means you can tailor your marketing message to a specific audience and increase the effectiveness of your campaign;
Personalisation can increase the likelihood of your message being read and acted upon;
Measurable using conversion rates, response rates and ROI.
But it also can be expensive: printing, designing and posting costs;
I hope Direct Mail makes more sense to you and the phrase no longer sounds alien. However, if you are still unsure, don’t hesitate to reach out to discuss your marketing campaign plans.
Familiarize yourself with Direct Mail response rates in our blog post: What is the response rate from Direct Mail?
Am I right to assume you have more experience with this direct marketing method? Nonetheless, it will be beneficial to refresh your memory; and you might learn something new.
Door-to-door leaflet distribution delivers promotional materials such as leaflets or flyers directly to households or businesses. You don’t need to know the full name or even address to be able to promote to homes with leaflet distribution.
Example one: you have a new store opening up, and you have a leaflet to raise brand awareness. You don’t want your flyer posted to everyone in the town, so you choose a mile radius of households and post the leaflet to each one introducing your new store.
Example two: you own a hardware store and want to send an existing offer on your deals; as you know, DIY is in trend now. But you don’t have experience in flyer distribution. So you find a distribution company that can design, print and post your flyers to targeted households.
Based on these two examples, you can see a pattern. But, of course, the best example from our daily lives would be the takeaway menus posted through your door.
Get some tips on how to design a killer flyer for your next direct marketing campaign
Wide reach allows businesses to reach a large audience quickly, and
It has an immediate impact on potential customers.
Many companies mention low cost as an advantage to door-to-door leaflet distribution. But I want to challenge this myth and remind you that if it looks too good to be true, most of the time, it is. By choosing a reputable distribution company and paying a little more, you are guaranteed satisfaction. In other words: by cheap, buy twice.
Limited targeting: you deliver promotional material only to entire neighbourhoods or areas;
Poor reception as some households or businesses may not be receptive to receiving your leaflet, and it may end up in the bin.
If you are in the SME business, you will want to read this article on The Power of Leaflet Distribution for SMEs: Why it is more effective than you think.
The choice between direct mail and D2D leaflet distribution will depend on budget, marketing goals, and target audience.
To determine which marketing method is better for your company, consider the following:
And whichever marketing method you choose, we always encourage multi-stage campaigns because they allow businesses to engage with their target audience over a more extended period, increasing the likelihood of converting prospects into customers.
You can find more information in our blog post about Direct Mail Drip Marketing.
Think of commercial TV ads, first time seeing the ad might not make you want to buy the product or service, but seeing it on the 10th, you’ll start thinking about it.
I hope this article has been helpful to you and you are ready to launch your direct marketing campaign.