If you’ve been wondering whether direct mail is even worth your time, this article is for you. The short answer to the question is: yes, it absolutely is, especially so under the current lockdown conditions when marketers need to focus on the most ROI effective channels.
In the contemporary world of all things digital, direct mail may seem old-fashioned and frankly, boring. After all, who uses a pager or fax machine to contact their co-workers or friends these days?
However, direct mail is different from the above for a few reasons. It’s a failsafe way to connect with your audience on a personal level and grab their attention.
For example, a 2016 Data & Marketing Association study reported that direct mail customer response rates increased by 43%. The prospect response rate increased by 190% when direct mail was used, too – compared to the previous year.
The results may seem shocking, but the data doesn’t lie! Direct mail remains a very effective way to communicate with your audience and should be top of the list of ‘things to do’ for any serious marketer.
Now you may be asking one more question – why?
Direct Mail Benefit #1: Direct Mail has a High ROI
Direct mail actually gives you more for your money than paid search and display ads online – this is because direct mail has a median ROI of 29%, putting it third behind email and social media marketing. Social media is ahead of direct mail by only 1 percent!
Direct mail outstrips paid searches, with an ROI of 23% and online display ads with an ROI of 16%, considerably.
What’s more, direct mail has a response rate of 5.3% for mail sent to houses, and 2.9% for mail sent to prospect lists. That’s an amazing response rate compared to email, which has an average click-through rate of 2-3%, and a response rate of 0.6%.
Direct Mail Benefit #2: Direct Mail can be Paired with a Digital Marketing Strategy
“Good marketing strategies should consist of more than one channel – you can’t, for example, only use Instagram Ads and then stop there!” says Callan Bolton, a marketer at Writinity and Last Minute Writing. Instead, you’ll be looking to diversify by running Facebook ad campaigns, paid search campaigns, and using SEO to increase traffic to your website.
You can similarly add direct mail to your marketing strategy.
Some companies have combined the two like so: they send direct mail to all of their clients, offering them a discount code they can scan or input online. You might also want to ask your customers to post on social media about the coupon by incentivizing them with some reward for doing so!
By combining direct mail with digital marketing techniques like social media hashtags, your marketing game will become more successful and your brand will become more personal.
Direct Mail Benefit #3: Direct Mail is Trackable
In some ways, there is no way to track direct mail response rates, ROI, and engagement – a customer might visit your website after seeing your direct-mail piece, and count as a lead from your website rather than your direct mail campaign. Numerous leads can be lost like this in the plethora of marketing techniques you use.
And yet, there are ways to track your results. You can include phone numbers that are unique to your direct mail campaign, or a unique landing page for visitors who are coming from direct mail. This way, you can know for sure what response-rate your direct mail campaign is garnering.