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 (and even less considering that many emails are often sent to spam folders and never even seen), 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. Another is that research shows people appreciate a more tactile experience, and even just receiving paper coupons in the mail contributes to a 38% rise in oxytocin levels. So the information is in their head even if they ultimately throw the piece of mail away, 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:
Integrate with Different Channels
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.
Target the Right People
As with any marketing tool, direct mail advertising is best utilized when it is geared toward the right people. While it is possible to purchase a list of prospects, a more effective tool is including a phone number with call tracking capabilities in all advertising. 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 response rate by 135%.
Direct mail advertising is a great way to promote new businesses, establishing and nurturing long-term relationships with customers. It can also be used 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 is important to help people reach your business at any time. When it comes to results, direct mail advertising really delivers!