Brand awareness is critical in most industries, but perhaps none more so than telecommunications. This sector is dominated by big players that are household names, such as AT&T, Verizon, Comcast, and many more. While you may be able to sway customers away from their favorite brands, you’ll need to market strategically if you want to stay competitive. Physical mailings put your message in recipients’ hands and the front of their minds. Using direct mail for telecommunications can be one of the most effective methods of connecting with current and prospective customers.
Here are some of the top reasons you should consider including direct mail in your marketing plans.
Limited Window of Opportunity
Telecommunications companies typically try to lock in consumers with multi-year contracts. If you’re the one signing the client, this is highly beneficial for maintaining and anticipating income. However, it also creates a limited window of opportunity to attract new customers. Building initial brand awareness and then sealing the deal through direct mail can help you maximize these limited opportunities.
Trust is pivotal in telecommunications. Shoppers want to know that your services will be consistent and reliable, so they need to have faith in your company. Direct mail is one of the most trusted forms of advertising. While just 39% trust online banner ads, a whopping 76% trust ads and catalogs they receive in the mail. Direct mail is also thought to increase the subconscious desire for and valuation of a product or service.
Direct mail enables high levels of personalization at scale, thanks to variable data printing. Using three or more variable data points correlates to higher response rates. You can adjust images, copy, and other criteria based on the available data you have about a recipient. For existing customers, this might mean adjusting the wording to address them by name, mention their current agreement, and/or focus on upselling them a higher-value bundle. With corporate clients, personalization could include modifying the copy to pertain more directly to their specific business to forge a long-term relationship.
Telecommunication service offerings can be confusing, so helping potential buyers understand what you give them for their money can be half the battle. When it comes to clarifying information, direct mail has a clear edge over digital methods. Consumers use 21% less cognitive effort to process direct mail than digital marketing, and they remember physical ads with greater confidence and speed than digital ads. Not only that, physical touch is thought to build deeper engagement.
Digital channels are overrun with marketing messages, so potential customers could easily overlook emails, social media posts, and other online efforts by your telecommunications company. Direct mail is harder to ignore. Consumers receive less physical mail, and they’re more likely to look at it. Telecommunications businesses can further amplify this effect by utilizing eye-catching images, unique mail sizes, and engaging copy.
Other telecommunications companies will try to swoop in and steal your clients at the first opportunity they get. Direct mail allows for continued engagement to help customers remember that you’re still the best choice for them, which may ultimately improve retention and brand loyalty. One way phone companies do this is by selling accessories and other services via direct mail.
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Don’t miss your opportunities to snag shoppers before they sign multi-year contracts. Our direct mail experts will help you connect with current and prospective customers, explain your products and services, and build brand awareness. Contact us to discuss how your telecommunications business can benefit from a direct mail campaign.