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With the many advertising options available to businesses these days, using direct mail advertising may seem old-fashioned and ineffectual. But the truth is that direct mail advertising holds more than its own against other newer, flashier methods. In fact, not only is direct mail marketing a $44.2 billion industry, but studies show that companies that spent just $167 on direct mail in their marketing strategies saw a sales average of $2,095 in 2017.
Direct mail has a 5.1% potential response rate, compared to just 2% for digital. And there is also a 75% brand recall for brand advertising for direct mail advertising, whereas digital’s brand recall is 44%. A large part of direct mail advertising’s success is the simple fact that people actually look at it. Unlike the 20-30% of emails that are opened, 80 to 90% of direct mail is opened and reviewed.
One reason for this is that people are more familiar with direct mail, and trust it more than e-promos. And research shows people appreciate a more tactile experience. So the information is in their head, making it easier for them to remember it later on.
Clearly direct mail is a powerful tool to have in your advertising arsenal. If you are considering making direct mail a part of your marketing strategy, here are some tips to ensure you get the absolute most out of your efforts:
When it comes to marketing, research shows 90% of customers want businesses to use multiple channels to connect with them. A multi-channel approach will not only keep a business at the top of customers’ minds, but using just two channels increases customer value by 20 to 60%. This is where direct mail and digital can work together. One company discovered a direct mail-digital collaboration helped boost website visits by 35%, and another study reveal direct mail working with digital has a 28% higher conversion rate.
As with any marketing tool, it’s best to utilize direct mail advertising if you’re targeting the right people. While it is possible to purchase a list of prospects, using a call tracking number in your advertising is a more effective tool. Call tracking provides detailed information beyond geography on all incoming callers, allowing businesses to create more personalized campaigns that really connect with customers. In fact, just using a person’s full name can boost the response rate by 135%.
Direct mail advertising is a great way to promote new businesses, establishing and nurturing long-term relationships with customers. You can also use it to reestablish relationships with lost customers. And since direct mail has such a high response rate, using a strong call to action, such as a vanity number, is important to help people reach your business at any time. When it comes to results, direct mail advertising really delivers!