Here’s when and how to send effective direct mail.
- Send during the holidays.
- Send on customers’ birthdays.
- Send to reach a variety of demographics.
- Send when you have the time to follow up.
- Send when you have something to say.
- Send when you have a digital presence as well.
How to create effective direct mail?
- How to create a direct mail campaign Come up with your mailing list. According to direct marketing expert Edward Mayer, your direct marketing campaign’s success relies on the 40-40-20 rule. Design an effective marketing letter. Test your campaign. Track your results. Integrate direct mail with your other marketing strategies.
Is direct mail still effective in 2020?
While too many organizations make marketing decisions based on infatuation with the latest shiny new object, data shows that direct mail remains a safe, effective marketing investment. As we count down to 2020, let’s focus on the hard data that speaks to the true value of direct mail marketing.
Is direct mail still effective in 2021?
Direct mail is a tried-and-true successful marketing strategy. Not only is it still relevant in 2021, but it is actually a crucial approach that your business should embrace. Flyers, brochures, postcards, catalogs, and letters are all forms of direct mail that your business can send out to a targeted audience.
What is direct mail suitable for?
A type of direct marketing that’s delivered physically to a prospect’s mailbox through the United States Postal Service or other delivery service. Postcards, flyers, and catalogs are common examples. But when done right, direct mail marketing can work with your other channels and make your business stand out.
How effective is direct mailing?
In its response rate report, the Direct Marketing Association (DMA) analyzed Bizo and Epsilon data and found that direct mail achieves a 4.4% response rate, compared to 0.12% for email. Overall, the DMA found that direct mail’s response rates are actually anywhere from 10 to 30 times higher than that of digital.
Is direct mail dying?
Does direct mail still work? Direct mail is NOT dead. Direct mail is actually getting MORE response from consumers than any other marketing method — including online ads and email, even though it may seem like an ancient form of marketing.
What are the disadvantages of direct mail?
- Cost. Direct mail has fixed costs as it needs to be sent through the postal system.
- Traditionally Time consuming. Depending if you use a traditional agency or a service like postary this isn’t so true anymore.
- Requires Address data.
Do you think direct mail possible nowadays Why or why not?
The truth is, direct mail is still incredibly effective in today’s world. While digital marketing strategies are still a successful way of connecting with consumers, don’t discount the great benefits of direct marketing.
What is the response rate for direct mail?
Normal Rates of Return on Direct Mail Campaigns 5 to 2% return rate is about average for a direct mail marketing campaign. That means that you can expect around 1 or 2 purchases or responses per 100 mailers with a standard campaign.
What percentage of direct mail is opened?
Up to 90% of direct mail gets opened, compared to only 20-30% of emails. Prospects are 15% more likely to respond to an oversized mail piece if they have never done business with you. Per USPS, 98% of people check their mail daily and Americans spend upwards of 30 minutes with their mail on a single occasion.
What are the pros and cons of direct mail?
The Pros and Cons of Direct Mail Marketing
- Pro: Target a niche audience. In general, the more targeted your marketing efforts, the better success you’ll have.
- Pro: Provide detailed information.
- Pro: Easily track your response rate.
- Con: Costs can add up.
- Con: Response rates are typically low.
How often should you send direct mail?
How Often Should You Mail Something? To stay top of mind with your client base the Direct Marketing Association (DMA) recommends a mailing frequency of every 21 days. Most top companies stick relatively closely to that – usually every 30-45 days to ensure three things: Their customers know they’re still in business.
Do I need permission to send direct mail?
Consumers must provide you with explicit permission to use their personal data. But, direct mail marketing does not require the same consent. If your company can prove your campaign is of legitimate interest to those you are targeting, the need for consent disappears.
How can I make direct mail more effective?
7 Ways to make Direct Mail more Effective
- Focus on buyers, not responses.
- Make it easy to buy.
- Stress benefits, but describe features that sell.
- Adopt appropriate mass-advertising techniques to your direct mail.
- Avoid slavish imitation of “successful” mailings.
- Trust, but verify.
- Create a big selling idea.
How and When to Use Direct Mail as Part of Your Inbound Marketing Strategy
Direct mail is an industry that has taken a significant impact. I believe the graphic below sums it up well. But why was it hit so hard in the first place? Is it true that people despise receiving direct mail? Others do, and some don’t, but the majority do. Actually, direct mail is preferred by those between the ages of 18 and 34! Indeed, direct mail was struck severely for several reasons (which will be covered in another piece), but two of those reasons are that email looked to be a decent alternative and that buying behavior changed substantially (if you haven’t read ZMOT yet, I strongly recommend you do so immediately).
What is Your Goal for the Campaign?
When planning your direct mail campaign, it’s important to keep the big picture in mind as well as the specific goals. Is this individual a prospect, a warm lead, or perhaps a customer? What do you think? This alone will have an impact on your campaign’s overall approach. Let’s pretend that this individual is a chilly prospect. Consider yourself in the position of the prospect, and pretend that they are searching for your product or service on Google (rememberZMOTabove?) Put yourself in their shoes.
They would almost certainly be seeking for high-level information.
- Don’t make an attempt to sell them on your first mailing.
- You’ve now accomplished two objectives successfully.
- And, second, you’ve collected an email address, which allows you to transfer your marketing messages to a more cost-effective channel for further distribution and nurturing.
- I was right.
- Email, on the other hand, is one of the most effective methods for nurturing an existing lead.
When Should You Use Direct Mail?
Direct mail is an excellent tool for focusing in on a certain audience or geographic region. Demographics that are difficult to target online such as family income, age, marital status and other factors can also be targeted using this method. With a content marketing plan, you can only be targeted to a certain extent. Your material will be discovered by people who may or may not be your personas. Direct mail allows you to rent lists that are laser-focused on your personas, allowing you to reach them more effectively.
After you have targeted them offline, you should bring them online and leverage your content marketing and email marketing strategies to generate sales possibilities for your firm.
Consider the following scenario: you’re marketing an open home or a local event on your website and to your email subscribers.
You can send postcards to a certain target population inside a specific radius or to specific geographic places once again.
Direct mail is really quite “inboundy,” owing to the fact that it can be tracked. The outcomes of your monitoring phone numbers, coupon codes, and specific landing page URLs may all be tracked down to the penny.
Do’s/Don’ts for Making Your Direct Mail “Inboundy”
In order to get your direct mail campaigns moving in the proper way, here is a brief summary of what you should and shouldn’t be doing: DO include educational resources such as e-books, whitepapers, and case studies in your content. DO NOT make an attempt to sell on the first mailing (or even the 2nd or 3rd). Direct mail should be used to reach those who are difficult to reach online. DO NOT include more than one call to action in your message. Direct mail should be used to reach a greater number of the individuals you are already contacting online.
- DO NOT contain an excessive amount of information.
- What are your thoughts?
- Is it possible to have better success with direct mail if you take a more inbound approach?
- It was originally published on August 6, 2014, and it was last updated on October 20, 2016.
3 Dos and Don’ts If You’re Considering Direct Mail Marketing
Statistically speaking, most business owners younger than 35 years old have almost certainly never thought of conducting an outbound marketing campaign for their company. Because the younger generation of entrepreneurs has grown up in an increasingly paperless world, the idea of spending precious marketing dollars on printing thousands of pieces of paper to stuff into mailboxes across a large swath of people seems insane to them – and it isn’t an entirely irrational feeling. Without question, the corporate world (and our whole world) has shifted tremendously in recent years toward electronic communication, which is faster, more efficient, significantly less expensive, and substantially more environmentally friendly.
If you’re going to do direct mail, you gotta do it right
Although it is tempting to dismiss the concept of a mail marketing campaign, you might want to have a look at this blog piece before making such a judgment. Despite the fact that direct mail is considered a dinosaur in the world of marketing, it may still be a very effective tool in your armory – provided that it is done appropriately and sensibly. Listed below are some general considerations to keep in mind while planning and executing your direct mail campaign. While we continue to encourage the majority of business owners to adopt a more electronic/Internet-based marketing approach, direct mail may still provide impressive results.
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If you’ve read this blog previously, you’re probably aware of how much we emphasize the necessity of planning ahead of time, developing a well-thought-out and complete strategy, and then following through on it. And direct mail marketing is no exception. The 40/40/20 formula, which has been proven time and time again, is the best way to handle this tried-and-true technique of marketing. In accordance with this rule, the success and ultimate return on investment of your direct mail marketing efforts will be determined by three factors: the effectiveness of your mailing list will account for 40% of your success, the compellingness of your offer will account for another 40% of your success, and the remaining 20% will be determined by everything else (design, copy/text of the mailing, images you choose, delivery date and method, and so on).
Don’t waste time on the design
This is definitely more of a suggestion than a strict rule, but it should at the very least help you to identify where your efforts should be focused when launching a direct mail marketing campaign. Most of the time, company owners will spend an abnormal amount of time coming up with the flashiest, snazziest, most eye-catching design that they are confident will impress everyone, and then hurry to put together the offer and/or the list of people to whom they will make the offer. It’s one of the most typical blunders made while running a direct mail campaign.
Focus on defining who your audience is
if your business is giving a limited-time discount on Life Alert bracelets, you already know that you won’t have to waste time and money mailing promotional materials to anyone under the age of 55, which is a good thing. When it comes to money, blanketing a region or zip code with your offer is a terrific method to squander money unless you have boundless resources. Then, once you’ve narrowed down your target audience, you’ll need to devote an equivalent amount of effort to developing a compelling offer, even at the risk of incurring a little financial loss in the process.
The design, copy, delivery methods, postage rates, delivery date, size of the mailer, and a slew of other factors can be considered after you have a surgically-honed list and an incredible offer.
2. Test The Market
As said in Rule 40, even if you have what you believe to be an excellent and well-defined target list, you won’t know how good it is until and until you put it through its paces and evaluate its results. If you run a business in a tiny community, this will not be as important – but if you run a business in a medium or large metropolis, it might be really important. Even if you are aware that the Life Alert bracelet offer is intended for seniors, in a city like San Francisco or New York, you would not want to send it to everyone over the age of 55 in the whole city, as in the example above.
Start small and track the efficacy and return on investment (ROI) at each stage of the process.
Just remember to only alter one variable each test, otherwise you won’t know what caused the changing result.
3. Make a Great Call to Action
This links into the second 40 of the 40/40/20 rule – at this point, you’re probably beginning to realize why it was stated at the top of the article and why it’s commonly regarded as the gold standard when it comes to direct mail marketing standards – Similarly, when it comes to other forms of advertising or marketing, it is perfectly acceptable to only aim for first impressions. For example, placing a billboard in a highly-trafficked area or creating a TV spot that is more of a teaser in nature can sometimes go a long way toward informing the public of your existence, which is the first step in getting them to engage.
Not all calls to action are sales or discounts; they may be advertising a contest or promotion or motivating visitors to complete an online survey, for example.
Direct mailing is not the best option for sending out a blank postcard or brochure that only tells them of your presence – it is too expensive, takes too much time, and is difficult to measure metrics adequately to be effective for such a simple task.
…and the Don’ts
This is one of a plethora of components included in the 20 section of the 40/40/20 rule; nonetheless, it is perhaps the most essential of them. Everything from an obvious typo to a noticeable formatting issue to an overall bad print quality will cause your piece of direct mail marketing to be thrown into the trash bin far more rapidly than these things. Make sure to not just proofread it yourself but also have some of your more linguistically-inclined friends and coworkers give it a once-over, looking for things like grammar and punctuation errors but also general readability and flow, if you’re writing the content.
Unless you come from an artistic background, it’s likely that you’ll be utilizing a pre-existing template from your printer or having it made by a graphics designer for the design component.
Finally, print quality should be self-explanatory – be sure to choose a printer that gives some type of quality guarantee, or at the at least one that will offer you a refund or reprint if you’re not completely happy with the results.
2. Forget to Follow Up
Ultimately, you’ll be left with a small number of folks who have gone into your store and conducted business with you only on the basis of your piece of mail. There are many different methods to measure this (coupon codes, forcing clients to bring in their mail, comparing sales statistics from highlighted products on sale versus when they are not, etc.), but make sure to track it in a way that is simple to manage for you and your team. This will allow you to re-engage with those clients who responded positively to your previous postal marketing efforts.
Never forget that these folks are worth their weight in gold when it comes to conducting your next postal campaign, regardless of how you go about doing it.
3. Forget To Drive Traffic Online
However, despite the fact that this article is solely devoted to direct mail marketing, let’s be honest: it won’t be long until this method of communication is considered obsolete. And that’s entirely OK Because changing times necessitate a shift in strategy. Even while some business owners have elected to throw away their mail marketing campaigns entirely, a more transitional approach would be to minimize the amount of money spent on mail marketing while directing receivers of the letter to your company’s internet presence.
Why Should You Use Direct Mail as a Marketing Tool?
For the first time in a long time, I received a letter in the mail last week, which was exciting. It’s been a long time since I received real mail from someone (even a firm) rather than opting for the more convenient option of emailing me. It was quite satisfying to have something tangible that I could manipulate with my own hands.
Related: 11 best direct mail pieces to inspire your next campaign
Sometimes the drab and tedious side of modern technology serves to remind us that we’ve gone a long way from the beginning of time. When individuals used to get a large amount of mail in their mailboxes, especially in the form of promotional literature, it was considered a good thing. Companies gradually abandoned this practice and saw it as no longer relevant. Direct mail, on the other hand, is still an effective method of communicating with one’s target audience. Why? Because, in this day and age, it adds a human touch that email will never be able to match up to.
This is a significant improvement over past years.
In spite of this, it remains an efficient and helpful tool.
1. You can achieve a higher ROI
Because of the large number of internet users, most businesses place online advertisements in the hope of seeing a higher return on their investment. The return on investment (ROI) for direct mail is higher than that of online display advertising, which is just 16 percent in the case of direct mail. When someone receives actual letters, it has a greater impact on them (and not just literally). The likelihood of customers responding to material that seems personal is higher, and direct mail makes it simpler to communicate that message.
2. Direct mail pairs well with digital marketing
As a result of the large number of internet users, most businesses place online advertisements in the hopes of seeing a higher return on their investment. The return on investment (ROI) for direct mail is higher than that of online display advertising, which is just 16 percent in the case of the former. Receiving physical letters has a greater impact on someone’s life (and not just literally). The likelihood of customers responding to material that seems personal is higher, and direct mail makes it easier to communicate that message.
3. You can hold direct mail
Humans are sensory beings, despite the fact that this may seem obvious. An email is stored on your digital devices, where you will never be able to see or touch it again. People can literally touch and feel the direct mail that a firm delivers to them, and as a result, the message has a greater impact on them.
This is especially true for items that have real-world utility, such as a free sample or a discount voucher. Customers are more likely to recall and redeem such deals than they are to remember and redeem those promotions that they are bombarded with via email.
4. Attention, please!
When individuals check their mail, they take everything they’ve gotten and go through it one by one. If they glance at each and every piece, even for a little while, it is nearly certain that they will take notice of them. Then they have to select what to do with each piece, determining which ones are worth keeping and which ones may be thrown away with no ill consequences. In contrast, while someone is reading their email, they are frequently involved in other activities and settings that divert their attention away from the task at hand.
Direct mail benefits from longer attention spans since it deals with fewer distractions than other forms of communication.
5. You can track direct mail
To keep track of the progress of your email campaigns, there are a variety of email direct marketing solutions available. What do you think about direct mail? Even if the process is not totally automated in the same way as the last one, you may make it simpler to track by using a tracking system. For example, you may create a phone number or email address that is only available to the people who will be receiving your direct mail ads. Additionally, you may construct specific landing pages with their own URLs.
6. All ages welcome
When deciding on a marketing plan, it’s critical to consider which age groups the approach is intended to target before moving further. Seniors are frequently left out of email marketing efforts and internet promotions, owing to the fact that they acquire technology later than younger generations. If seniors are an important demographic for your company, you’re most likely overlooking opportunities to make money. Instead, try using direct mail to reach out to that specific target. Also, don’t think that seniors are the only ones who may benefit from your work; other audiences may as well.
7. When others zig, you zag
Because digital marketing has completely revolutionized the scene, many businesses have decided to discontinue the use of direct mail altogether. However, just because fewer people are utilizing it does not imply that it is a no longer useful tool. In truth, there’s a tiny amount of irony at work in this situation: By including direct mail as a component of your campaign, you can make your brand stand out. The high return on investment (ROI) attests to its authenticity, and by combining physical mail with your digital campaign, you may have the best of both worlds.
8. Direct mail can help you target specific audiences
Many social media platforms have become well-known for their ability to target specific audiences. Direct mail, on the other hand, has the advantage of being able to target specific audiences. A feature called Every Door Direct Mail, available on the United States Postal Service website, for example, enables users send mail to addresses within a specified geographic region. This is the same mechanism that Lucidpress use to send direct mail postcards from our platform to the local locations that you choose to target with your marketing campaign.
It’s not just about where you live, either. Address databases frequently contain additional information that may be used to target an audience, such as age, income, marital status, and other factors. You have complete control over who receives your direct mail when you use these services.
9. You can raise brand awareness
Are you attempting to boost awareness of your company’s products or services? In the right circumstances, direct mail may be a very successful method of accomplishing your goal if you’re ready to develop a campaign around it. Remember that brand consistency is essential, so make sure that your direct mail pieces are consistent with your entire identity. You may get bonus points by providing a coupon or other special offer in your package, which increases the probability that your receiver will save it for future use.
10. Direct mail tickles the senses
Name the five senses in a nutshell. Now, think about the senses that a digital marketing campaign might arouse and stimulate. Your alternatives have suddenly become far more constrained. The sensory experience of an audience member is extremely important in eliciting a reaction from them. Exclusively sight and sound may be used to sell your product or service if you only market online. Direct mail allows you to engage more senses, such as scent, taste, and touch, than traditional marketing methods.
11. You can let your creative juices flow
Have you noticed that most corporate websites seem the same in digital marketing, where best practices and A/B testing are the only things that matter? Quite similar, don’t you think? Direct mail, on the other hand, is a medium through which businesses may experiment in order to develop something unique and original. In fact, the more distinctive your mail is, the better. Listed below are a some of the interesting and innovative ideas found on this Pinterest board of direct mail marketing suggestions:
Direct mail should not be eliminated from your marketing plan because you believe it is no longer effective. Despite the fact that direct mail is no longer in vogue, there are compelling reasons to use it in a well-rounded campaign. Brands are still receiving the benefits of direct mail today, thanks to factors such as higher return on investment and greater impact. You, too, can reap these benefits. Bring these eleven arguments to your team’s attention the next time you’re putting together a marketing strategy.
Ready to build your own campaigns in minutes? Learn more about the direct mail features in Lucidpress, and give it a test drive.
You’ve heard the stories and heard the excuses before: direct mail is no longer effective. It’s not going to work. It’s prohibitively pricey. No one even bothers to check their own letters nowadays. and so forth. The list is virtually interminable. You should know, though, that you shouldn’t believe everything you read or see on the Internet. The reality is that postcard marketing is a proven method of increasing sales. As a matter of fact, it is even more effective than some of the most popular digital channels, and it provides a larger return on investment.
If it weren’t for technology breakthroughs brought about by the digital age, it would have been difficult for direct mail campaigns to generate a positive return on investment, track their outcomes, or tailor any component of the mailers they sent.
According to the information presented here, postcard marketing generates remarkable results.
Even with the upfront outlay of printed cards, the results obtained are sufficient to cover the costs and give a good return on investment. In spite of this, the notion that direct mail is obsolete and out of date continues to exist. Allow me to put these rumors to rest once and for all.
1 – Direct mail has a fantastic return on investment.
According to the DataMarketing Association, direct mail outperforms paid search and display advertising by a factor of more than twelve percent. In fact, even the ever-popular social media is unable to compete with direct mail in terms of return on investment. It only manages to edge out the competition by a hair’s breadth of 1 percent. In general, direct marketing generates a median return on investment (ROI) of 29 percent. That’s a significant amount of money! As you can see, internet display advertisements and pay-per-click (PPC) campaigns are unable to match with the effectiveness of traditional snail mail.
- Take a deep breath and lift your jaw up off the floor.
- To be completely honest, so were we.
- That’s exactly why we got into this company in the first place.
- So, what is it about this that is so surprising?
- The cheap initial cost involved with digital marketing is a primary reason for this trend to continue.
- Direct mail, on the other hand, requires you to pay for the printing of your postcards before you can send them out.
2 – People are statistically more likely to read a postcard than an email.
Email has been in existence for quite some time. Even with all of the technological developments, it continues to be an extremely effective marketing technique. As we showed in the last section, email provides a return on investment that is far superior to that of any other channel. However, when it comes to open rates, click-through rates, and conversions, direct mail takes a commanding lead (as long as you don’t make any foolish campaign blunders, of course). As you can see, 98 percent of consumers receive their mail at their place of residence.
- When you compare this to previous email campaigns, you’ll see that it’s a significant improvement.
- In addition, how many of the ones that were delivered magically made it to the recipient’s inbox were opened?
- The likelihood of someone looking at a postcard mailer is substantially higher than the likelihood of them looking at an unwanted email.
- Not only is virtually all direct mail received, but more than three-quarters of it is read by the person who receives it with the aim of doing so.
- Can you imagine if 77 percent of your marketing emails were opened and read by your target audience?
- (Is there such a thing?) The basic reality is that the majority of marketing emails do not get even a fraction of this read rate.
- As a result, direct mail has a 77 percent response rate, whereas email has an approximately 24 percent response rate.
Okay, so it appears that people are reading it.
We’re on the lookout for action.
I’m delighted that you inquired!
A combined total of more than 8% may be calculated from this.
Is it true that those are high percentages?
According to Smart Insights, the typical click-through rate for email is somewhere between 2 percent and 3 percent, and the response rate for email might be as low as 0.6 percent on occasion.
Hmmm. Isn’t it obvious that this is the best option? The facts and figures speak for themselves. As has been the case previously, postcard marketing outperforms its digital version.
3 – Digital integration with direct mail is not only possible, it’s powerful.
You must understand that, if you are a successful marketer, each campaign worth executing will utilize every available medium to reach its target audience. Isn’t it true that simply boosting a Facebook post and calling it a day is never enough? Without a doubt, this is not the case! Your social advertising campaigns must be executed in combination with your email funnel and display advertisements. This is due to the fact that the more people see your brand, the more likely it is that they will engage with it.
- Direct mail audiences may be targeted and tracked in the same way that digital audiences can be tracked.
- The bottom conclusion is that postcard marketing may assist you in increasing the effectiveness of your online activities.
- It may also help to engage people with your business on social media, and it can even assist in converting prospects into customers by guiding them through the purchasing process.
- Because we’ve previously shown how frequently direct mail postcards are received, read, and responded to, you should take use of this effective marketing tactic.
4 – The results of a postcard marketing campaign are very trackable.
Although click-through rates and online transactions are important metrics to analyze, they are not the only method to determine the performance of an advertising campaign. Direct mail may give a slew of data that can be used to track and assess your campaign’s effectiveness with a little imagination.
Here are four ways that tracking is possible with postcard marketing:
- URLs that are unique to you
- Custom phone numbers
- Coupon codes
- QR codes
Let’s take a closer look at each of these strategies to determine how good they are at tracking a direct mail marketing campaign. PURLs (personalized URLs) are a type of URL that may be customized. You have probably gotten marketing materials in the mail with the company’s website address listed on them at some point. I’m confident that there will be plenty. And, that’s a brilliant concept, isn’t it? Without a doubt, it is. Any mailer sent out by a corporation should include a link to the company website.
- When you look at your analytics report, it will only show up as direct website traffic.
- That is, without a doubt, an issue.
- To save space, print a customised URL that is different for each individual mailer, rather than the typical corporate homepage address.
- It is possible for each mailer to have its own unique website URL.
- To put it another way, instead of directing visitors to the company’s homepage, these unique URLs take them to a dynamic landing page that has also been uniquely built for that particular URL.
- On these landing pages, make sure that you include a call to action, which will help your prospects take that final step toward converting.
- Furthermore, because you already have their address and other information, you will be able to remarket to them in order to encourage them to make additional purchases.
Look, it goes without saying that you must include a phone number on every direct mail design that you create.
Yes, without a doubt.
If you don’t want to just publish your normal office phone number on your postcard, you may construct a special toll-free 800 number that is particularly associated with your campaign.
You will be able to determine the overall efficacy of the campaign in this manner.
Furthermore, some software even has the capability of recording voice messages.
In order to improve accuracy even further, combine a customised URL with a customized phone number on the same postcard.
Coupon Codes are a type of code that allows you to save money.
In fact, it’s quite possible that you’ve gotten anything that looks virtually just like the following: However, this is not the only option to make use of a discount in conjunction with direct mail.
The results that can be obtained are not quite as exact as the customised URL.
Your response rate will be determined by the overall amount of responses received.
By doing so, you can keep track of which locations have greater or lower response rates, and then utilize that information to inform future marketing initiatives.
It is critical to ensure that employees enter the code at the moment of purchase in order to receive the most accurate results.
QR Codes are short for Quick Response Codes.
Instead of putting in the site URL, recipients may just scan the QR code with their smartphone to get the information.
Because of the QR code, no matter what other sites they may view while on your company’s website, full credit will be given to the postcard mailer for bringing them there.
When it comes to getting consumers started on their trip through your sales funnel, nothing beats a free trial offer. The very least of these landing sites is that they provide an ideal chance to collect opt-in information such as email addresses and phone numbers.
5 – Personalization is extraordinary with postcards.
I understand what you’re thinking, and I agree. You have an image in your mind of large block letters on a generic postcard that reads, “DEAR CURRENT RESIDENT” or “DEAR VALUED CUSTOMER,” among other things. Ha! As if anyone would genuinely feel appreciated if they were treated like that. Toss such concepts out of your brain, because today’s direct mail sector allows for far more creativity and innovation. Marketers may now create postcards that are every bit as customized as emails by exploiting technology breakthroughs in Variable Data Printing (VDP), which has occurred recently.
- Allow me to demonstrate my point to you.
- Previously, the printing process was time-consuming and labor-intensive.
- However, this is no longer the case.
- It’s also just as dynamic as the content for an email or landing page!
- Using client data, a pet store, for example, might send postcards to customers that included information about the sorts of pets in each household.
- When you incorporate a prospect’s name right into a picture, you are guaranteed to establish a personal connection with them.
- After all, personalisation, just like it does with digital channels, may significantly increase the return on your investment.
6 – Postcards are incredibly effective for younger demographics.
Yes, direct mail is more effective when compared to digital means for reaching an audience with an older demographic profile, but this is not always the case. And this is a very crucial issue to recognize as well. This is largely due to the fact that elderly Americans are less likely than younger people to have access to current digital gadgets and services. A large number of seniors do not have smartphones, and others do not even have access to the internet at their residences, as a matter of fact.
- However, it is correct.
- Even yet, these numbers provide little insight into the effectiveness of direct mail among younger age groups.
- It’s a reality that reaching older populations with internet ads can be difficult.
- Take a look at these statistics provided by the United States Postal Service (USPS).
- It has been said for years that the postal service is on its way out and that younger clients are only interested in digital offers.
- For additional information on the different methods you might segment your direct mail audience, please see our evaluation of several excellent direct mail solutions that are now available.
- Keep in mind that all of the data and numbers mentioned in this article are only a small portion of the total amount of information available.
- Let me be clear: I’m not claiming that postcard mailings are the best choice for every marketing effort.
- Sometimes taking a completely digital approach is the best course of action.
- You can do it.
Alternatively, you may phone or email us, or you can chat with us by clicking on the bottom right button. We have extensive experience in all elements of direct mail marketing, and we are always available to answer any questions you may have about our services.
5 Reasons to Include Print & Direct Mail in Your Marketing Strategy
Direct mail may not be the first choice for most marketers these days, but it is far from being out of date. You should consider include direct mail in your marketing mix if you aren’t already doing so. Here are a few of the most compelling arguments for doing so: Given that direct mail marketing has become less competitive in recent years, you may find it to be a particularly effective method of distinguishing your company from the competition and reaching people who might otherwise be unaware of your existence.
- Direct mail outperforms digital marketing in terms of practical results.
- It’s a physical thing that receivers must pick up and engage with in order to be effective.
- Online advertisements are frequently forgotten as soon as they are no longer visible.
- Print advertisements might be more personal than online advertisements.
- Digital advertising, even if it is well-targeted, does not convey a sense of intimacy; it is simply another item to scroll over while you go about your business.
- Print advertising, on the other hand, has a considerably more personal feel to it.
- Because most people enjoy receiving mail and checking their mailbox on a regular basis, direct mail marketing may be a powerful tool for distinguishing your company from your all-digital competition.
Direct mail has a high return on investment.
But did you know that print marketing offers a high return on investment (ROI) that is comparable to that of many large digital marketing campaigns?
Of course, the actual return on investment (ROI) fluctuates depending on how effective your campaigns are, so putting in the time and effort to become a professional print marketer is definitely worth it.
Compared to internet advertising, direct mail is less likely to be perceived as spam.
Despite this, a significant portion of digital marketing is still perceived as spam by consumers in general.
Direct mail, on the other hand, is significantly less likely to be regarded as an unpleasant bother by its recipients.
However, because a real piece of mail is difficult to ignore, it is more likely that people will pay attention to what you have given them.
Direct mail allows you to more precisely target prospects.
You can customize your direct mail campaigns to align directly with your digital campaigns, resulting in a more cohesive experience for your prospects and customers.
With all of the attention being focused on new marketing strategies, it’s easy to forget that “old-fashioned” marketing methods like as direct mail still have a lot to offer in terms of targeting.
In order to review your current marketing strategy and how you may better align it with your brand and voice, we welcome you to organize an inbound marketing consultation with one of our representatives.
Contributor to the Guest Blog: Caryl Anne Crowne works as a Public Relations Specialist at Allegra Network in the United Kingdom.
She contributes regularly to a number of websites that cover a wide range of issues, including print and direct marketing. Content marketing, traditional marketing, and digital marketing are some of the topics covered.
With a systematic approach to inbound marketing, Prism Global Marketing Solutions, a HubSpot Diamond Partner in Phoenix, Arizona, assists businesses in maximizing their marketing investment by leveraging the HubSpot platform.
How (and When) You Actually Should Use Direct Mail
Several years ago, I worked with a real estate investor who spent $10,000 on direct-mail marketing. For a year, he sent postcard after postcard to his friends and family. However, things did not work out the way he had hoped. He found that his direct-mail efforts did nothing except stagnate, rather than generating leads. His real estate colleagues advised him that he just needed to increase his financial investment in the campaigns. As a result, he did. The money for his direct-mail operations continued to flow into his account month after month.
- Finally, he spent $10,000 and had nothing to show for his efforts.
- So, what exactly happened in the instance of my friend?
- There are two parts to the solution to this issue.
- Direct mail should not be used on a regular basis unless it is appropriate for your industry.
- Second, the manner in which direct mail is sent has an impact on its effectiveness.
- The frequency with which you deliver postal mail and the identities of those who receive it are the only variables.
- However, occasionally consumers may not respond to direct mail because the timing and method of delivery are incongruent.
- You also want your viewers to take some sort of action.
- However, in order to do this, direct mail must be sent at the appropriate time and in the proper manner.
Send during the holidays
During the holidays, people are more susceptible to commercial messages. Why? They’re looking forward to receiving presents. But kids aren’t simply looking forward to receiving things. They’re also expected to get cards in the mail from friends and family. Around the course of the Christmas season, letters from grandparents, presents from relatives, and offers from businesses converge on mailboxes all over the globe. And the vast majority of people enjoy every minute of it. They enjoy receiving presents from family members, receiving “Happy Holidays” messages, and receiving discounts and coupons at the same time.
- Shari’s Berries sent out this direct-mail article a few days before Mother’s Day to celebrate the occasion.
- And on the right, they encourage their customers to utilize these berries to celebrate Mother’s Day with their family and friends.
- It becomes much easier to make that tough gift selection when you receive something like this, which comes with a 25 percent discount.
- It is possible to remove the uncertainty out of someone’s day by providing them with a visually appealing product and a simple procedure for making their purchase.
- In accordance with their marketing message, they executed this direct-mail campaign over the winter vacations, which was successful.
- During the holidays, some families choose to stay home and exchange gifts with their loved ones.
- REI caters to customers who fall into the second type by providing an experience as well as (indirectly) a product.
- Mercedes-Benz is the manufacturer of the well-known Smart Car, which is powered entirely by electricity.
- It is also well-known for its enormous size.
- More importantly, though, is the fact that it is large in comparison to its competitors.
- Tiny ornaments, candy canes, and other seasonal decorations were included in the package.
If you send out direct mail, you can be sure that the recipients will not forget what they received. And they’ll almost certainly pass it along to their friends, helping to expand the Smart Car brand even further.
Send on customers’ birthdays
On their birthdays, most people are just as open to receive all types of direct mail as they are on other occasions, such as holidays. They already receive a great deal of correspondence from family members and distant relatives, so if you play your marketing cards well, you will be a welcome addition to their inbox. However, what should you offer prospects, customers, and clients on their birthdays is a little more complicated. Everyone else, on the other hand, is sending them a present. You should do the same.
- This puts your brand in an excellent position for future marketing initiatives.
- Only persons who wear eyeglasses were given this direct-mail message, which made the campaign that much more personal for those who received it.
- Also keep in mind that a 30 percent discount is a substantial amount of money to be given away.
- It’s a nice middle ground that will appeal to the vast majority of individuals.
- If a sandwich business can celebrate the birthdays of its customers, then you can, too.
- Consider the implications of this.
- They’ll bring along a member of their family or a friend to accompany them.
Starbucks created this birthday card by employing the same psychological principles.
This piece of correspondence is straightforward.
Furthermore, the complimentary drink looks to be substantial.
Starbucks was able to make an additional sale once more.
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When and How to Use Direct Mail Effectively
When was the last time you got a letter in the mail that was handwritten? If you’re like most individuals, the arrival of a handwritten note in your mailbox may come as a complete surprise to you. However, prior to America Online’s classic “you’ve got mail” soundbite, which radically altered popular communication, receiving mail was a whole different experience. The majority of people’s mailboxes were overflowing with unsolicited postcards and letter SPAM. Spammers, on the other hand, have now relocated online, and our email inboxes are now stuffed with SPAM, phishing attempts, harmful viruses, and low-value corporate newsletters, among other things.
Leaving good, old-fashioned physical mail is a communication channel that is significantly simpler to cut through in order to reach your intended audience. However, it is critical to understand when and how to utilize direct mail efficiently in order to put your company ahead of the competition.
When to Use Direct Mail
The fact that Bold Entity is first and foremost a digital marketing agency means that we understand the advantages of occasionally straying away from digital marketing when it comes to marketing. We adore digital marketing, but it is becoming increasingly congested and difficult to break through the noise and infinite diversions year after year, which makes it even more complicated. Even more so now, as technology continues to advance and consumers’ attention spans grow increasingly short. Consequently, the question is whether or not you are having difficulties reaching your target audience through digital marketing.
- Direct mail is an excellent method of contacting a specific audience in a unique way.
- For example, targeting a local business with a 10-mile service radius will be substantially easier and more cost-effective than targeting a B2C firm with a national audience with bulk mailings.
- Digital marketing is generally affordable, but traditional media manufacturing and mailing are both pricey.
- While the buyer value is vastly different, converting even a small number of customers through marketing campaigns may more than make up for the difference.
- Because of their past experiences, several businesses have a negative attitude about direct mail.
- Any direct mail marketing campaign that wants to be successful must be part of a comprehensive marketing strategy.
- The usage of email marketing, social media advertising, and even outdoor billboards may all be beneficial components of a well integrated strategy.
- Speaking about integrated marketing, direct mail is a fresh and distinct technique to practice retargeting your marketing efforts while yet maintaining a consistent brand identity.
- A tangible piece of mail might help you stand out and get your prospect’s attention if you have acquired a high-value prospect’s information but have not yet converted them.
How to Use Direct Mail Marketing Effectively
The success of your direct mail marketing campaign is primarily reliant on the mailing list that serves as its base, just as it is with email marketing. Even the most successful direct mail campaign in the world will fail if your mailing list is comprised entirely of junk mail. Do not squander your money on lists that will be used to SPAM strangers. Purchasing lists are a terrible business technique, and the quality of the products is just not good enough. They are frequently out of date and contain individuals who have no interest in the products or services offered by your firm.
First and foremost, while constructing your mailing list, adhere to best practices for lists by include opt-in and double opt-in criteria when appropriate.
When it comes to enhancing your conversion to cost ratio, segmentation is essential.
Segmentation will also assist you in personalizing and tailoring your message to the individual receiver, allowing you to conduct smaller, more personally focused campaigns.
The use of variable data printing, which may allow you to print the most enticing offer for each prospect depending on the lead data you’ve collected, has become more accessible than ever before thanks to technological advancements.
Creating an Effective Direct Mail Deliverable
Consider the last time you went to the mailbox and what you found inside: most likely a large number of white rectangles. Generally speaking, most mail is sent in white, standard-size envelopes and glossy postcards. Make a concerted attempt to develop something that defies the status quo. Direct mail pieces that are non-rectangular in shape, have brilliant colors, and have texture can help your direct mail piece stand out amongst the rest of the mail. Sending three-dimensional mail can also help you stand out from the crowd.
- You probably toss letters and postcard mailers in the trash on a regular basis.
- People, on the other hand, do not throw away goods that have not been opened.
- You have to think about what you’re going to put in the package.
- Direct mail packages are not the place to scrimp and save money by sending branded junk mail.
- How much do you think a firm would appreciate you as a client if you receive an unsightly, low-quality plastic pen in the mail?
- The use of appealing language and imagery in conjunction with a clear call-to-action that is simple for the reader to respond to is critical for successful marketing communications campaigns.
- Instead, provide them with a QR code that they can scan with their phone and offer them anything in exchange for doing so.
- If you’re trying to reach out to particularly valuable prospects or specific accounts, don’t be hesitant to get personal with them.
- When you demonstrate to prospects that a real person took the time to put together a piece of mail by hand and deliver it to them, they feel cherished and are more inclined to covertly participate.
Effective Direct Mail Marketing Follow Through
A successful direct mail follow-up strategy begins with arranging support for your direct mail campaign. When planning a direct mail campaign, it is critical to construct an infrastructure around it in order to maximize its success. You should also design a logistical strategy in order to lead your target audience through the campaign. Following the distribution of your direct mail is just as critical as the actual direct mail item itself. Make sure you have a plan for following up. What happens to all of your conversions?
Easy conversions may be achieved via the use of simplified landing pages and forms that are simple to submit.
Consider adding receptive prospects to a hot leads list so that you may contact them directly and sell to them.
In the case that they do not complete a purchase event, how will you retarget them in order to maintain their momentum down the marketing funnel?
Begin the conversation by inquiring whether or not they got your direct mail. Another option is to categorize your non-responsive prospects and approach them with a targeted digital remarketing campaign.
Getting Started with Direct Mail
It’s vital to remember that direct mail works best when it’s part of a larger integrated marketing campaign, which is most typically a digital marketing campaign as well. The use of direct mail as a follow-up to your content marketing strategy, which generates leads through gated material for your company, may be a fantastic addition to your marketing mix. Follow-up on your direct mail efforts using digital ad retargeting will allow you to keep prospects engaged with your company and moving down the sales funnel to completion.
A branding and digital marketing agency focusing on B2B clients, we can assist you in advancing individual marketing projects or in developing a comprehensive marketing strategy to benefit your whole organization.