There is no debating that mail has been around for a while. The United States Postal Service has been around for 231 years. The Incan Empire had a complex mail deliver system as early as 1438-1533 CE. Humans have always loved communications and gifts in a tangible form delivered right to them.
But flash-forward to 2018, has direct mail reached its apocalyptic end?
In the digital age, there is pressure on marketers to come up with the best new campaign trends. It is easy to fall into a trap of chasing innovation to the point that marketers are going around in circles and not getting necessary results. There are many marketing methods to choose from: telecommunication, online display, social media, paid search, email, and direct mail to name a few.
While it’s beneficial to always focus on innovation, it’s good to have a steady marketing campaign method that you can rely on to bring in customers. What’s steadier than something that has been successful for over a thousand years? If the method works, it works. It may be time for you to fall in love with direct mail again.
Here are 10 facts that will encourage you to drive to your nearest post office, stat.
Fact 1: Direct Mail Still Gets the Best Response.
On a marketing campaign, you are playing an odds game. Play with the odds in your favor with a tried-and-true method. Response rates for common campaign methods:
0.2% Online Display
0.4% Social Media
0.6% Paid Search
5.1% Direct Mail to Household
Fact 2: Believe it or Not- Young People Prefer Direct Mail Offers Over Digital.
Lisa Formica, President of FMI, says, “Direct mail surprisingly transcends the age demographic, with younger consumers (the 18- to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources, according to national survey research from ICOM”.
Fact 3: Young People Actually Respond to Direct Mail.
Actions speak louder than words. Not only do young people say that they prefer direct mail offers to digital- they actually respond to direct mail offers well. The DMA marks 18-21 years olds’ response rate as 12.4%. If you have a new business or are willing to give a coupon offer, millennials don’t have a problem driving over to your business and giving their review.
Fact 4: Want Repeat Customers? The Direct Mail Response Rate is Huge for Former Brand Customers.
18.4 % of people will respond to mail advertisements from companies that they have previously purchased from. If you have an old mailing list from past customers, send them a coupon or small gift offer in the mail. Remind them of how great your business is by getting them in the door.
Fact 5: People Sort their Mail Immediately.
If you are worried about your mail advertisement sitting in your prospect’s mailbox for a week, don’t be. Epsilon conducted a study revealing that over 80% of people immediately sort through their mail upon receipt. This is great news for you, that way you can analyze results of your direct marketing campaign within a reasonable amount of time.
Fact 6: Direct Mail is perceived as More Personal.
There’s nothing quite like getting a letter. According to USPS, 69% of people think direct mail is more personal than the Internet. People are more likely to buy from places that they can trust. If you want to build a bond with your customer, a physical letter is the way to go.
Fact 7: Direct Mail isn’t that Expensive.
While you may spend more initially to kick off your direct mail campaign, the return to your investment should compensate this extra fee. Direct mail median household return on investment is 29%. So even if you spend more than what you would using an online display advertisement, you are receiving a bigger return.
Fact 8: Americans Look Forward to Checking their Mail.
Imagine that you have a perspective customer that is positive and excited to receive your advertisement in the mail. Lucky you. This is a reality. In a world full of social media and email, GALLUP found in their study, “41% of Americans nevertheless look forward to checking what is in their mailbox each day.”
Fact 9: Adding Direct Mail to Your Digital Campaign Escalates Your Conversion Rates
Adding direct mail to your digital ad campaign boosts your conversion rate by 28%. It is always better to add your advertisement to multiple channels. Imagine seeing an ad online while you are scrolling through Facebook and then getting an ad in the mail. Seeing an ad in multiple forms gives your prospect the impression that you are legitimate and that your company is everywhere.
Fact 10: The Success of your Direct Mail Campaign is in the Data Prep Work.
If you want a successful direct marketing campaign, 40% of the success is in the data. This is great for you because you have control of the quality of data that you use for your mailing campaign. ListGIANT is a high-quality 3rd party data provider that is currently offering 500 free mailing list leads to new customers.
Do you want to try direct mail marketing with the best possible data list? ListGIANT is currently offering 500 free direct mail sales leads to new customers with no risk and no obligated commitment on your end. Try our high-quality data and see how it boosts your direct marketing campaign.
ListGIANT’s data is conveniently stored on a List Portal that allows you to download your lists with demographic and psychographic filtering options. Please give us a call at (805) 267-1575 for List Portal help, or schedule a walk through.