Direct mail marketing may seem a little outdated in a day when digital is king.
Since more people watch videos online than on television, what chance does a typically printed mailer have of reaching your target audience?
Direct mail shouldn’t be written off just yet. Engaging with and reaching your target audience is still a fantastic approach. Here are six explanations for why direct mail advertising is still effective.
Why is direct mail advertising still effective?
Entrepreneur, marketer, and best-selling author Neil Patel talked about a new study that looked at the average return on investment (ROI) for each marketing channel on his blog. One study revealed that direct mail campaigns had a superior return on investment compared to paid search and internet display advertisements. In actuality, social media, the second-highest ROI channel, lagged behind direct mail by just 1 percentage point.
According to other recent findings, the 5.3% response rate for direct mail is larger than the 0.6% response rate for email. Why is direct mail, which many believe to be in decline, still so successful?
Evolution of Direct Mail Marketing and now is a great way to reach customer
The marketing strategy of sending out letters has been used for centuries. The fact that it is effective now does not indicate that it has always been so. Because of this, investing in this sort of advertising was a huge risk.
Catalogs, booklets, and newsletters would have to be self-published. Afterwards, firms would have to distribute them extensively within the target demographics. There would be reply envelopes in most of these emails for people who needed to contact the company.
There was a lot of waste involved, but not nearly as much as in mainstream media. Since the advent of direct mail marked a shift in marketing’s direction toward a more participatory, two-way communication channel, it was the unique type of advertising available.
Surely, as advertising became increasingly digital, direct mail’s popularity plummeted as businesses tried out novel approaches. Probably persuasive was the faster reach of competing platforms.
However, in recent times, it has been clear that marketers are once again giving direct mail the esteem and attention it deserves, which is why digital mail tactics have greater resources at their disposal than ever before.
These days, direct mail advertising can count on having all the technical assistance it needs. It’s odd, considering that this same technology almost became a danger at one point. Because of improvements in data collecting, direct marketing is now more efficient and cost-effective than ever before since it can zero in on its intended audience rather than wasting time and money contacting individuals who aren’t likely to be interested in what you offer.
The Persistence of Direct Mail Marketing and Its Effectiveness
1. Interactive direct mail is used.
Direct mail can help you get more eyeballs on your marketing since buyers physically handle mail and typically glance at it before choosing to retain it.
Your consumers are more likely to keep it if you add a promotional offer, discount, or CTA that needs them to do something with the mailer, like bring it to a business or restaurant.
2. It stands out.
Receiving letters in the mail might bring up fond memories of receiving letters from friends or relatives. Consider including a customized touch, such as a handwritten message or signature, if you want to elicit a stronger emotional response from the receiver. This kind of little action can enhance the impact of your marketing.
3. It may have a wider scope.
if your intended audience is less likely to utilize social media or email, direct mail can potentially reach a larger demographic than electronic advertising. Some people may become prospective consumers due to this conventional marketing strategy when all-electronic advertisements would have entirely ignored them.
4. Direct mail makes you more distinctive.
Direct mail is no longer as popular with advertisers, which makes your mail more distinctive. Direct mail is more successful at helping you stand out than digital marketing, which may look shiny and exciting.
In a society that is less reliant on paper, many consumers claim that receiving mail is thrilling in and of itself.
5. Direct mail endures.
The Direct Mail Association estimates that around two-thirds of customers who receive direct mail purchase from that message.
That’s partial because direct mail, unlike email, tends to endure. It occupies a room in your house. Additionally, clients are more likely to save your mailer and take advantage of the unique offer you sent with it when the time comes.
6. Everyone can use direct mail
According to statistics compiled by the USPS, about half of all millennial postal customers check their mailboxes daily and enjoy looking through their direct mail. According to the DMA, roughly 12.4% of younger people react to direct mail.
In other words, direct mail is effective across the board. In addition, direct mail can be particularly successful for senior consumers (65 and higher), who are less likely to own smartphones or utilize social media. The abovementioned statistics demonstrate why you shouldn’t rule out younger clients.
Your direct mail campaign is set to begin, but you’re unsure how best to reach your intended demographic. PDC Graphics can be useful.
We’re dedicated to doing more than merely printing things out and distributing them by mail. By identifying underserved areas of your audience and developing targeted mailers that appeal to contributors and customers, we hope to increase your return on investment.
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