Business

Why Direct Mail Marketing Is Going to Save Your Business

Why Direct Mail Marketing Is Going to Save Your Business

Think back to the last time you went through your email’s spam folder or the promotional emails you got. How many messages and emails did you delete without even opening them up and reading? 

Email marketing campaigns are meant to grab your customers’ attention from the get-go when they first see your email in their inbox. 

However, there are still some gaps in the strategies that simply can’t be filled with only email marketing. 

That’s where direct mail marketing comes in to bridge this gap and boost your marketing campaigns to the max.  

What Is Direct Mail Marketing?

Direct mail marketing is a type of marketing that allows your business to physically deliver mails to your customer’s door through delivery, postal, or other direct mailing services. 

Some examples of direct mail marketing include catalogs, postcards, and company or product flyers. 

While most businesses only focus on the digital (email) marketing aspect of their campaign, you can stand out among your competitors by adding direct mailing to your marketing strategies.

This doesn’t mean that you have to stop with your email marketing efforts altogether; you just need to add a new marketing avenue to your business and see the benefits that follow. 

Why Use Direct Mail Marketing?

Photo by Karolina Grabowska from Pexels

1. High Return of Investment 

Neil Patel, best-selling author, marketing guru, and entrepreneur, mentions in his blog that according to various studies, the median return of investment (ROI) percentage is at 29%. 

This puts direct mail in 3rd position just after emails (124%) and social media (30%). 

You might still say that ‘well, it’s still far behind the traditional email marketing, but at its percentage, it still proves to have higher ROI than paid search at 23% and online display at 16%. 

2. Significant Response Rates

A recent study has shown that direct mail’s response rate of 5.3% is higher than the 0.6% response rate for email. 

This essentially means that you have a far better chance of getting your direct mail to be opened than your customer clicks on an attached link in an email. 

3. It’s Easier to Target Customers Than You Think 

With digital marketing campaigns, finding your potential clients is straightforward; using tools that target audiences through shared interests, demographics, and behavior research. 

What keeps most businesses away from direct mailing is the uncertainty of how this process of finding customers works. 

But it’s easier than you might think. 

There are mailing systems like Action Mailing & Printing Solutions that offer help with tracking viable customers through custom reporting and determining what drives a potential client to open a direct mail or not respond to it.

Visit Action-mailing.com to find out more. 

4. Competition Is Still Low 

Every successful business has started its digital marketing efforts as soon as possible. Still, not all have tried direct mailing, so there’s not as much competition in it as it is in digital marketing.

It’s easier to get noticed among hundreds of similar companies and competitors when you’re offering something new (not traditionally in this sense since technically direct mailing existed even before emails) and can have creative freedom with your campaigns. 

Think of it this way; you’re more likely to go through an eye-catching bundle of direct mail that has been delivered to your door than clicking on a link on Google or opening up an email you know nothing about. 

5. It’s Tangible and Personal 

According to a study by global marketing firm Epsilon, many individuals desire to receive sent marketing messages, with 59% agreeing with the statement “I enjoy getting postal mail from brands about new products.”

This demonstrates the attraction of physical marketing messages over those conveyed via the internet. 

You can keep the mail you received in your wallet or bag and even display it for a reminder on your fridge. These are exclusive locations that can’t be reached by any other method, and they’re extremely valuable.

6. It Grabs Attention and Gets Read 

When opening a mailbox, people are more likely to take at least a look at what they received and tend not to throw it away without reading it first. 

Since we don’t know which mail or piece requires our attention, we’re more likely to closely go through each one first to make sure we’re not missing out on anything important or special. 

Direct Mail Is Not Dead 

Despite what many might think, direct mail drives results and enhances sales and marketing efforts for countless businesses.

Given that it is one of the oldest kinds of marketing, it is still useful in bridging the gap between businesses and customers. It’s also a good way to stand out, so give it a shot if you want to freshen up your marketing efforts.

About the author

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Tom Bernes

Tom Bernes is the Editorial Director at The Next Hint Inc.

Prior to joining The Next Hint Inc, Tom had a hand in a number of online and print publications, including InternetNews.com as chief copy editor and Government Technology Magazine as managing editor. He also did a stint in Sydney as group editor of RBI Australia's manufacturing group, which is when he also developed an affinity (a love, really) for cricket.

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