Why Direct Mail Solutions Are More Effective Than Ever Before

direct mail solutions 1024x682 - Why Direct Mail Solutions Are More Effective Than Ever Before

Is direct mail marketing dead? Not even close.

Even in this digital age, it’s thriving and more powerful than ever.

A study showed that 70-80% of people are opening all of their mail, including “junk mail”. The same study states that 79% of people will take action right away, after opening their mail. Great odds, right?

Old-school marketing tactics can be intrusive for consumers. But it’s clear that direct mail isn’t an invasive maneuver. Pull it off well, and it’ll open your business up to more leads, conversions, and sales.

Are you on the fence about using direct mail solutions to market your business? Keep reading to discover why direct mail is more effective than ever before.

1. Higher ROI

40% of people have bought something after receiving direct mail from a catalog, according to this study. There’s something irresistible about a tangible piece of mail when it lands in your mailbox. Especially a captivating catalog, coupon, or some type of incentive that consumers will eagerly rip open.

We’re seeing an immense boost with the return of investments businesses are seeing after adding direct mail solutions to their marketing campaign.

Tips to Improve Your ROI With Direct Mail:

  • Make it stand out
  • Offer incentives
  • Personalize mail/advertisements
  • Target and then retarget consumers
  • Use copywriting and great visuals

However, the upfront cost to run a direct mail campaign may seem costly. But, if you’re focused on the bigger picture, you’re aware that you can’t see an ROI if you don’t have an investment.

This study states that the best form of marketing for B2B and B2C businesses is direct mail. Even small businesses can afford to try out direct mail. If it’s going to achieve the best results and ROI, why wouldn’t you?

2. Direct Mail Solutions Beats Email Marketing Everytime

As business owners, especially in the online world, we’re always told ”the money is in the email list”. But what they don’t tell you is the percentage of people who’ll even open your emails, let alone read them, are very slim.

And if people aren’t opening your emails, you can bet you’re not making any leads or conversions through those emails, either.

Direct mail solutions have a response rate of 10-30 times as much as email marketing does. And these response rates have continued to grow each year, as businesses get more imaginative with what they send.

That’s not to say that you shouldn’t concentrate on email marketing. It has its place in the business and marketing world, just like many other digital marketing tactics.

But for the best results in your marketing campaigns, it’s advised to combine both direct mail and digital marketing efforts, such as email marketing.

3. It Allows You to Establish Greater Connections

Your customers are the absolute core of your business — but as a business owner, you know that.

Keeping them content isn’t enough to have a prosperous business anymore. Building real relationships with your target market has become standard in the business world, and without it — you don’t stand a chance.

We’re often told to market strictly to your target customers, but it’s okay to broaden your target market, especially when it comes to age.

Millenials and young people actually enjoy direct mail just as much as the older generations. And don’t forget seniors. Most of them don’t even own a computer or smartphone, but you can bet they read their mail!

How to Develop Better Relationships With Consumers:

  • Offer coupons
  • Give samples of your products
  • Personalize wherever possible
  • Humanize your brand
  • Connect whenever you can

People tend to enjoy having something tangible when it comes to advertisements. And you can’t get any more tangible than direct mail.

It’s the same reason libraries are still operational. Despite the fact that you can get any book online, people appreciate something real to hold in their hands.

This could partly explain why people favor direct mail solutions over emails. This study shows it’s more probable that consumers will read through a piece of direct mail once they’ve opened it, compared with emails they receive.

These days, if you don’t humanize your brand, your business will have a challenging time gaining your target market’s trust. And I don’t need to tell you that trust is the key to having lasting relationships with your consumers.

Would you purchase from a company that you didn’t know and didn’t trust? I didn’t think so.

4. Brand Awareness Skyrockets

When you package your direct mail in an appealing way that grabs consumer’s attention and spurs them to take action, you’ve aced brand awareness to a T.

Ensure your direct mail align completely with your brand, and you’ll be remembered fondly for it. If your branding is all over the place, and different online, your brand awareness won’t catapult.

How to Ensure Your Brand Awareness Skyrockets With Direct Mail:

  • Use consistent branding colors
  • Use Consistent design
  • Pay attention to demographics
  • Use incentives
  • Be consistent in every aspect
  • Use persuasive tactics

The US Postal Service and Canada Post both did extensive studies involving the neuroscience behind consumers responses to direct mail.

The Canadian study by Canada post found that direct mail is easier for consumers to understand, and 20% more persuasive than any type of digital media. Both of these things will help to grow your brand’s awareness.

5. You Have the Ability to Get As Creative As You Want

The trick is to not come across as spammy or sales-y. It’s no easy feat when you’re sending an advertisement of any kind, but it can be done.

When it comes to direct mail solutions, you have absolute control over the print you choose, the design, and how creative you decide to go. You have the ability to bring in consumers who normally wouldn’t land on your website.

The trick is to not come across as spammy or sales-y. It’s no easy feat when you’re sending an advertisement of any kind, but it can be done.

The main reason people assume direct mail is stagnant is because other forms of traditional marketing can be intrusive. If you can achieve the opposite of that and show consumers not all “traditional marketing” is annoying and spammy — you’re golden.

Common Direct Mail Ideas:

  • Advertisements
  • Incentives like samples or freebies
  • Coupons or rebates
  • Catalogues
  • Postcards
  • Self-mailers

You can play around and find what works best and has the best response rate and ROI. But a little hack: the thicker the envelope or mail you send, the better the response rate.

Final Thoughts

Although digital marketing is a major player in the business world, it doesn’t mean you need to give up on tradition marketing efforts. If you’re creative and strategic with your direct mail campaigns you open up your business to a whole other level.

As you’ve seen, direct mail still has a massive impact on marketing today. If you’re not utilizing it, you’re missing out on incredible response rates, ROI, relationships with your customers, and so much more.

For more information on direct mail solutions and how they can majorly benefit your business, feel free to contact us here.

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