Why Direct Mail Marketing is crucial in this digital age.

In today's digital age, businesses have a plethora of marketing channels to choose from, including social media, email, and search engine advertising. However, one channel that is often overlooked but remains an incredibly valuable tool in a business's marketing arsenal is direct mail. Despite the increasing popularity of digital marketing, direct mail remains a vital aspect of a comprehensive marketing strategy.​

What is Direct Mail?

Direct mail is a marketing strategy that involves sending physical mail, such as postcards, flyers, brochures, and catalogs, to a targeted audience. This marketing channel has been around for centuries and continues to be popular among businesses of all sizes and industries.

Why Direct Mail is Vital to a Business Marketing Strategy

Direct mail has several advantages over other marketing channels. Here are a few stats that prove why direct mail is still a vital part of a business’s marketing strategy:

  1. Direct mail has a higher response rate than email marketing:

According to the Direct Marketing Association, the response rate for direct mail is 4.4%, compared to just 0.12% for email marketing. This means that direct mail is more likely to generate a response from your target audience than email.

2. Direct mail has a higher ROI than many digital marketing channels:

According to the Data & Marketing Association, direct mail has an average ROI of 15-17%, compared to just 10-13% for email marketing. This means that businesses can get a better return on investment by investing in direct mail rather than email marketing.

3. Direct mail is more memorable than digital marketing

A study by Temple University found that people who received direct mail remembered the brand 75% of the time, compared to just 44% for digital ads. This means that direct mail is more likely to leave a lasting impression on your target audience.

How to Implement Direct Mail in Your Marketing Strategy

Now that we’ve established why direct mail is vital to a business marketing strategy, let’s explore some actionable tips for businesses to implement this strategy to gain the best possible results.

A) Define Your Target Audience

The first step in implementing a direct mail strategy is to define your target audience. You need to know who you are trying to reach and what message will resonate with them. This requires a deep understanding of your ideal customer’s demographics, interests, behaviors, and needs.

Once you have a clear understanding of your target audience, you can use targeted mailing lists to reach them effectively. There are a variety of mailing list providers that can help you create targeted lists based on specific criteria

B) Use Creative Design

Direct mail is an opportunity to create a memorable experience for your customers. To make your mailings stand out, use creative design that reflects your brand’s personality and values.

Consider using high-quality paper, unique shapes and sizes, and eye-catching graphics and images. You can also include small gifts or call to actions to make your mailings more engaging and memorable.

C) Personalize Your Mailings

Personalization is key to making your direct mailings effective. Use variable data printing technology to personalize your mailings with the recipient’s name, address, and other relevant information. You can also use personalization to tailor your message to each recipient’s interests and needs.

Personalized mailings are more likely to grab the recipient’s attention and generate a response. They also show that you have taken the time to get to know who they are.

Like this article?

Share on Facebook
Share on Twitter
Share on Linkdin
Share on Pinterest