There is a big urban legend in marketing that says direct mail is dead; it was killed by the Internet. Not only is direct mail alive and well, but based on statistics and studies it could be considered superior to other marketing channels. So why does the urban legend persist? It’s possible that most business owners under the age of 35 have never even considered running a direct mail marketing campaign for their business. Having grown up in an increasingly paperless world, the idea of spending marketing dollars printing thousands of pieces of paper to put in mailboxes might seem crazy. The business world has consistently been moving to quicker forms of marketing, particularly online communication. As the top channel for direct response, and consumers that are more receptive to direct mail, this is a marketing channel that more businesses should be utilizing. It’s a proven fact, the more you mail, the more revenue you produce.
Benefits Of Direct Mail
The Stats
The clickthrough rate for a good digital ad banner is 0.14%. Out of the people who click over to your landing page, you’re lucky if you convert 2%. The average response rate for email is 0.12%. While there has been a reduction in response rate for direct mail over the last ten years, data has shown that direct mail still receives a 4.4% response rate. Those statistics alone should make direct mail a no-brainer for marketers. Direct mail response rates are anywhere from 10 to 30 times higher than that of digital. Consumers, overwhelmed by their email inboxes, are more receptive to direct mail which arrives on a less-cluttered channel.
Even the most glaringly obvious piece of direct mail that arrives in your mailbox has a leg up on digital marketing. According to a recent USPS Household Diary Study, 42% of recipients read or scan direct mail pieces. For marketers, that means that close to half of your target audience will at least scan your message. Direct mail also holds a physical advantage in that the reader has held it. Mail leaves an emotional impact on its receiver. A majority of people report that postcard marketing makes them feel more valued and creates a more authentic relationship with a brand.
The Cost
Right up there with the urban legend that direct mail is dead, is the misconception that direct mail is more expensive than digital marketing. Let’s say your goal is to gain 100 new customers. You could pay for a digital, where to gain 100 customers your banner would need to reach 3,035,700 pairs of eyes.
Or, for those same 100 new customers, you could execute a direct mail campaign to 10,000 and only have to achieve a 1% response rate. With direct mail, you can create a highly-targeted list of prospects and only send your offer to households that meet your criteria, ensuring you don’t waste any of your circulation. It’s easy to see that direct mail is not only incredibly effective, but also an affordable way to get your offer in front of the right people. Plus, Safeguard Premier Branding Solutions can help you find the best rates for your direct mail project.
Be Creative
While even a plain white envelope mailer is likely to get a good response, consider the opportunity to get a little creative. Choose a heavier cardstock or a glossy coating. Pick a larger envelope or postcard size to physically stand out from the rest of the mail. You could also choose a trifold or some other type of foldable mailing piece. Safeguard Premier Branding Solutions can help with all of your graphic, layout, and print service needs when it comes to creating engaging direct mail pieces. While you are creating your direct mail piece, remember that it also needs to represent who and what you are. Keep it consistent with what you’re selling.
There are a multitude of ways to personalize your direct mail project. Talk to your Safeguard Premier Branding Solutions consultant about digital printing, 4-color process, short run color, personalization, and other printing solutions. There are many technology options that can help you increase engagement and response.
Once you have sent your direct mail campaign, don’t forget to follow up. You’ll want to be able to track the new customers you received through direct mail and follow up with them.
It’s easy to see the opportunities that direct mail can provide to savvy marketers and business owners. Safeguard Premier Branding Solutions knows that direct mail marketing is the perfect opportunity to get your company’s name into the hands of customers who want to hear about your latest products and services. Get a better result from your advertising dollars with direct mail marketing from Safeguard Premier Branding Solutions. Contact us today to see how we can offer solutions for all of your printing needs!