Though digital media is the chosen medium for many companies, direct mail is still a highly effective way to reach your customers. According to Small Business Trends, 80-90 percent of direct mail gets opened, and only 20-30 percent of email gets opened on a good day. It’s no wonder why businesses are still investing in direct mail marketing. Here are a few benefits of direct mail:
A Higher Reach
Email marketing is a great tool to reach your customers, but sometimes they end up in the spam folder. With direct mail, you never have to worry about your brochures or your newsletters reaching your customers. In addition, people are more likely to keep direct mail as opposed to email, which is why Digital Donut found that 75% of people could recall the contents of a direct mail ad over other mediums. This makes direct mail the perfect medium to send your customers information about your services, discounts, and promotions.
Target Specific People
Targeting the right people is key for a successful marketing campaign. For prospecting, you can identify your customers’ profile from your database, and purchase a list of people with demographic criteria that fit that profile. You can also segment your customer list to promote different messages, services, products and offers for applicable audiences vs. a “one-size-fits-all” campaign approach.
It’s Cost Effective
Direct Mail typically has a lower cost per acquisition. According to Digital Donut, the average cost per acquisition for direct mail is $51, compared to $55 for email marketing. Since more people act on direct mail right away (79%), your ROI is likely to be higher with direct mail.
There’s a reason direct mail is synonymous with “traditional marketing.” Not only does direct mail let you send targeted messaging to your customers, but it’s a medium that is easier to understand – direct mail requires 21% less cognitive effort to process compared to digital media, according to TrueImpact. Plus, people of all ages are more familiar with direct mail, which boosts response rates.
Opportunities for Personalization
There are many direct mail formats and sizes to choose from such as flyers, brochures, letters, postcards and more. The different sizes, formats and printing technologies allow you to personalize your campaign and messaging for each customer. In today’s world, people expect that you speak to them on a 1:1 basis.
Easy to Integrate
It’s been proven that direct mail performs best when layered with other marketing platforms. According to SDL, 90% of customers want to receive communication from organizations in a multichannel manner. To boost your multichannel approach, target direct mail recipients with display advertising or Facebook advertising featuring the same campaign offer. Add your social media links in your email or feature a CTA that drives the user to your website.
Calls To Action
Since direct mail campaigns have a higher response rate, your calls to action are sure to resonate more with your customers. A call to action, or CTA, is a short sentence that encourages your customers to take action. The most effective calls to action are time bound and have a clear indication of what you want your customers to do. Examples of this are “Schedule your appointment/ consultation today,” or “Sign-up for our newsletter now to take advantage of our specials.”
Direct mail is a highly effective medium to reach your customers and prospects. To learn more about how to make direct mail work for you, contact Darwill today.