Why Are Marketers Choosing to Send Direct Mail?
More marketers are choosing direct mail because, unlike email marketing, postal marketing does not require the same opt-in under GDPR – and because a targeted mailshot puts promotions and offers physically into the hands of consumers. Direct mail is making a comeback, with many businesses recognising the benefits of sending targeted campaigns to their databases. This article looks at why marketers choose to send direct mail campaigns, how it stays affordable, and how a simple mailing sequence can boost your sales.
Why Has GDPR Made Direct Mail More Popular?
For years marketers saw direct mail as an outdated channel, but it remains one of the best options for putting promotions and offers directly into consumers’ hands. The General Data Protection Regulation directly impacted marketers sending email marketing campaigns: in the days before the regulation came into force, inboxes were bombarded with re-permission emails from businesses scrambling to comply, and marketing departments across Europe were left wondering how many subscribers would take the time to opt back in. Postal direct marketing does not require the same opt-in as email marketing, which makes it a great opportunity for companies to use direct mail to generate sales from databases that email can no longer legally reach.
Is Direct Mail Expensive to Send?
You may think a direct mail campaign will cost your business a lot of money, but postage savings dramatically reduce the overall campaign cost. At The Direct Mail Company we send millions of mail items each year, which is why we receive discounted postage rates – and we pass those savings on to you through our bulk postage rates. We use DSA providers and Royal Mail to deliver our clients’ mail, ensuring the best value for money without compromising on quality.
How Can Direct Mail Boost Your Sales?
It takes a lot of work and money to attract new customers, so once you’ve won one, you want to do everything you can to retain their interest – the more products and services you sell to a customer, the higher their lifetime value. A great way to stay in touch is through frequent mailshot campaigns that put customers on a retention path. Direct mail lets your business tell customers what to buy and when, by making special offers at specific times after purchase. A simple retention sequence looks like this:
| Timing | Mailing | Purpose |
|---|---|---|
| Just after purchase | Thank-you postcard with product advice | Builds goodwill and helps the customer use their new product |
| 1–2 weeks later | Targeted discount offer | Cross-sells a related product while interest is high |
| Afterwards | Brochure or booklet about your products or services | Showcases the full range and keeps your brand fresh in mind |
By doing this, you keep your business fresh in the customer’s mind, so they are far more likely to purchase from you again.
Choose to Send Your Direct Mail With The Direct Mail Company
The Direct Mail Company is a professional mailing house aiming to offer 5-star customer service – your one-stop shop for all your printing and mail needs. Whether you’re a small or large business based in the UK or overseas, we provide a wide range of mail fulfilment services, and we keep in line with GDPR for secure mailings. Outsourcing to us gives you access to industry experts and an end-to-end service for all your print and mail requirements – and it is far more cost-effective for a mailing house to complete the fulfilment of your campaigns than to run them in-house. Send your artwork as a PDF and your data as Excel or CSV, and The Direct Mail Company will do the rest, sending digital proofs for your approval before printing begins. For more on choosing a mail fulfilment company, call us today on 0333 038 3797 or email sales@thedirectmailcompany.co.uk to see how we can help your business.
Marketers and Direct Mail: Frequently Asked Questions
Why are marketers switching to direct mail?
Because postal marketing doesn’t require the opt-in that GDPR demands of email, it reaches databases email can no longer legally contact, and a physical mailing lands directly in the consumer’s hands.
Do I need customers to opt in before sending direct mail?
No. Postal direct marketing does not require the same opt-in as email marketing – it can rely on legitimate interest instead.
How does direct mail improve customer lifetime value?
By putting customers on a retention path: a thank-you postcard after purchase, a targeted cross-sell discount a week or two later, then a brochure showcasing your full range – keeping your brand front of mind between purchases.
Is direct mail affordable for small businesses?
Yes. Bulk postage rates through DSA providers and Royal Mail dramatically reduce campaign costs, and a mailing house passes those discounts on regardless of your business size.
How do I send a campaign with The Direct Mail Company?
Send your artwork as a PDF and data as Excel or CSV, approve the digital proofs, and we handle print, enclosing and postage. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
