Print mailings in local marketing — end up directly in the target group's mailbox
The world of marketing is constantly evolving and digital progress makes it seem as though traditional marketing methods are losing importance. But there is one proven marketing measure that is experiencing an impressive upswing, particularly in local marketing: print mailing.
Print mailing, also known as direct advertising, is the mailing of advertising materials, such as letters, flyers, brochures or vouchers, to potential or existing customers. The marketing measure aims to attract the attention of the target group, inform them about products or services, and trigger a call to action, such as a visit to the store, a phone call or a purchase. Print mailings are therefore by no means out of date and can play an important role, particularly for companies with local target groups.
3 advantages of print mailings for companies with local partners
The first decisive added value of print mailings is the targeted targeting of the local target group. Companies can specifically select the people they want to receive the message or filter recipients by location. This avoids wastage and ensures that the mailing reaches people who are also inclined to use the products or services.
In times when email inboxes are flooded with advertising messages, print mailing also offers an opportunity to stand out from the crowd and attract the attention of recipients. An appealing letter with an eye-catching insert or a small package with a personal promotional gift is usually more memorable than an email in an overcrowded mailbox.
Compared to other digital advertising measures, companies can also establish a more personal connection with the local target group through print mailings. A signed letter with your own address on the envelope makes recipients feel more connected to the company and strengthens trust in the brand. Many people appreciate the effort the company has made and are able to remember the name of the company or brand better.
Examples of print mailing measures in local marketing
The design of the print mailing depends heavily on which goals the advertising campaign achieves and which target group is to be addressed. For example, personalized thank you cards, exclusive offers or birthday greetings are available for print mailings with existing customers to express appreciation and strengthen customer loyalty. On special occasions, such as anniversaries, new openings or events, companies can inspire with printed personalized invitations or information flyers. If the print mailing is sent to people who have not previously come into contact with the company's product or service, eye-catching print mailings are particularly suitable. These can be letters with an unusual or funny side, such as sweets or small promotional gifts.
Combining print and digital
The use of print mailings in local marketing in no way means that emails and other digital advertising measures must be completely avoided. Quite the contrary: the combination of digital advertising measures and print campaigns offers an excellent opportunity to reach the target group at several points in the customer journey and to increase the effectiveness of the campaign.
In addition, the combination of print and digital elements helps to measure the effectiveness of marketing measures. By embedding landing pages, individual contact forms or QR codes on printed materials, companies can track the success of their print mailings. When recipients scan the QR code or visit the specified URL, they can be directed to specially designed landing pages. Here you can find out more about the advertised offer, register and/or leave your details in a form. This type of interaction creates measurable data that gives companies insights into the engagement of recipients and with which they can get back to the target people at a later stage.