Today we are going to explain what is direct mail marketing and discuss its benefits for a business. If you are considering a direct mail campaign for your business, but not sure if it’s worth the investment, this article will help you out. Direct mail marketing is one of the direct marketing methods that have stood the test of time.
Over the years, faster and newer ways of communicating with customers have been introduced. Because of this, direct mail may now seem too slow and an old marketing method to consider. But a quick look at the statistics will show you that the market continues to take direct mail seriously. Approximately 90% of direct mail is opened, compared to 20% of e-mails. In addition, 60% of marketers confirmed that a combination of direct mail and digital marketing increased a company’s ROI.
What is direct mail marketing?
Direct mail marketing refers to the communication between a brand and its customers through direct mail. It is part of the direct marketing tools, one of the oldest of this strategy. A significant segment of the market still prefers direct mail marketing as a way to communicate with the brands they love. This is because direct mail is not as congested as any other form of direct marketing. So there is very little chance of spam.
Many people still prefer to receive a direct mail piece than an email. In direct mail, the message is clear, short, and concise so that only really relevant information reaches the potential customer. This is partly due to the cost to the company of sending a direct mailing, so your message is as specific as possible. Unlike email, where a company may be tempted to write long, boring copy too often, as it is mostly free.
What kind of benefits direct mail marketing brings?
Now that you know what direct mail marketing is and you know that you can approach this strategy successfully, know some of its benefits.
High return on investment (ROI)
When you have a business your main goal is to make as much profit as possible and maintain it over time. Direct marketing is proving to be many companies’ best friend in this regard. In terms of ROI, the mail is third behind email marketing and social media marketing; social media is only ahead of direct marketing by 1%. This is crucial because it lets you know how integral direct mail marketing should be to your marketing strategy.
It’s easy to track the results
Now, it’s easier than ever before to track the results of a direct mail campaign. One easy way is to make sure that for each call to action you insert in your direct mail campaign, the person receiving the mailing has to use a unique tracking device, such as a direct email-specific landing page, a QR code for a special discount, or a call to action for a free gift. This way you can measure its reach and effectiveness.
It’s easy to segment direct mail
It’s no longer the era of spray and hope, no more blindly sending mailings and then hoping it gets to the right person. Now, you can collect data that tells you exactly who is in your target market. So when you set a direct mail budget, it will be only for high-quality leads that have a high percentage to convert into effective sales and loyal customers.
Direct mail marketing and digital era
As marketing became more digital, direct mail undoubtedly suffered a drop in usage as companies began experimenting with these new forms of marketing. The speed of reach that other platforms have was probably attractive enough to be compelling. However, in recent years, you can see that specialists are once again beginning to give direct mail the respect and attention it deserves.
Technology now fully supports direct mail marketing. This is ironic given that the same technology, at one time, was almost presented as a threat. Now, as data collection has become more sophisticated and comprehensive, this type of marketing has benefited and has also become more targeted, focused, and cheaper. For it has reduced waste by contacting people at random.