There is no debating that direct mail marketing has been around for a while.
The United States Postal Service has been around for 231 years.
The Incan Empire had a complex mail delivery 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 2019
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.
What is Direct Mail Marketing
The definition of direct mail is:
“Unsolicited advertising sent to prospective customers through the mail”
Direct mail marketing is a form of marketing to help businesses of all sizes increase more leads and sales.
It encompasses creating physical promotional materials sent to prospective customers in order to drive business and increase awareness for potential clients.
For many businesses
Direct mail marketing works as a major component in making sure your current and prospective understand what your business is and why they continue or start doing business with you.
There are many aspects to direct mail marketing.
This includes how you display your calls-to-action to the shape of your materials.
But the best direct mail marketing isn’t just about printing a postcard with your logo and putting a phone number on it. It’s about enticing recipients to respond on the way your prospect prefers.
At ListGIANT we believe these principles go hand-in-hand.
This article is designed to familiarize you with many areas of direct mail marketing—from collecting the data list of your perfect customer, to making sure your website is mobile-friendly, to building your marketing list for future nurturing of your prospects and current customers.
If you are confused about any of the above, you are not alone. That’s why we’re here to help show you how to use direct mail effectively.
Why your business can benefit from direct mail marketing?
Response through direct mail continues to be strong every year.
Direct mail can be successful in generating sales and leads for your business. This is true across for businesses of different sizes and industries.
Many direct mail marketing companies just offer to send the promotional material.
That is just one marketing channel that can help with your other channels and vice-versa.
When you reach a potential customer on multiple channels they are 400% more likely to respond.
If prospects cannot find an easy way to business with you through their preferred method, you miss out on incredible opportunities to drive revenue to your business.
Statistics show that successful multi-channel marketing can make (or break) a businesses’ success. Investing in a great list of people who would most likely become your customer and multiple marketing channels can have an exceptionally high rate of return compared to starting without one.
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.
Stats that show if direct mail marketing works?
Here are 10 stats and facts that show that direct mail still does work and is a viable marketing channel.
You might be wondering:
Direct mail doesn’t work anymore and it is more of a nuisance than a viable marketing channel. Well the truth is that people are still responding to it according to the United States Postal Service.
Are they being truthful with their stats?
You will never know until you try a campaign yourself and see how it does for your business.
One thing is certain though.
Much of the success of your direct mail campaign will be determined by the selection and quality of your consumer mailing list for marketing.
Stat 1: Direct Mail Still Gets Great 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:
0.9% Online Display
0.6% Social Media
0.5% Paid Search
6% Direct Mail to Household
To improve your response rates, it is crucial to use a multi-channel approach.
Stat 2: Believe it or Not – Young People Still Scan Their Direct Mail Offers.
The USPS found that 47% of Millenials actually check their physical mailbox each day. They also consider going through their direct mail as a leisurely activity.
Keep in mind they also spend a lot of time online.
Using direct mail ads with QR codes, shortlinks, scannable coupons give you a well-rounded approach to leveraging Millenials’ multi-channel interests.
Stat 3: Young People Actually Respond to Direct Mail.
Actions speak louder than words.
Not only do young people say that read their direct mail offers…
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.
Stat 4: Want Repeat Customers? The Direct Mail Response Rate Can Be Big 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.
Stat 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 the results of your direct marketing campaign within a reasonable amount of time.
Stat 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.
Stat 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 use on an online display advertisement, you could receive a bigger return.
Stat 8: Americans Look Forward to Checking their Mail.
Imagine that you have a prospective customer that is positive and excited to receive your advertisement in the mail.
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.”
Stat 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.
Stat 10: The Success of your Direct Mail Campaign is in the Data Prep Work.
If you want a successful direct mail 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.
Direct Mail Marketing Strategy
Below are some direct mail marketing tips and benefits that will help you increase the success of your campaigns.
Because the truth is:
If you cross your fingers and HOPE people will respond to your mail piece without a proper strategy, you’re in for a world of pain.
(This is an expensive lesson learned the hard way)
But when you promote your direct mail to the right people and use a multi-channel approach, the results can be spectacular.
Tip #1: Mobile Responsive Website
Direct mail marketing is a perfect opportunity to get your company’s name in the hands of customers who want to hear about your latest products, services, and coupons.
It is important that your website is responsive for mobile users.
90% of people who receive your marketing piece will visit your website first before doing anything else.
The majority of people checking their mail have their phone with them which makes having a mobile-friendly website extremely important.
Now, more than ever, you need to consider the user experience of your potential customers on every channel.
Not just one.
Tip #2: Be On target
Knowing about your best customers is a key factor in targeted direct mail marketing.
The customers’ basic demographics, such as males 18 to 34 or females with children, is a start.
A more complete understanding of your customer’s profile like their
- Shopping and purchasing behavior
- Attitudes toward trends, products, marketing, and media
- Lifestyle habits
- Financial Standing
These data points will help you become even more effective in both your lead selection and the messages you’ll use in communicating with them.
Did you know? Some Consumers retain information better on paper than they do digitally
Tip #3: Find The Ideal Customer
Once you understand your customers you can use this information to build a targeted list of potential new leads.
Want to know the best part?
Targeted direct mailing lists are likely to result in the best response rate and generate future loyal customers because they pinpoint your best leads.
There is less waste and a higher percentage of prospects responding to your mailing.
Tip #4: Pick a Mailing List
It’s practically impossible to overstate the importance of direct mailing lists to the success of your direct mail program.
Here’s the bottom line:
The correct mailing list will contain your most valuable prospects and future customers. The more careful you are in analyzing and selecting direct mailing lists, the better your chances for success.
There are several different categories of mailing lists available on the market today ranging in cost and appropriateness for your market.
Here are some of the most popular lists to ensure you contact your most receptive audience.
Tip #5: Creative Matters
Once you have a mailing list it is time to create your direct mail message.
The direct mail piece you create delivers your message.
The piece represents who and what your business is about.
Make it consistent with what you’re selling.
If you are offering a high-quality professional service, your direct mail piece needs to reflect that quality.
Tip #6: Test the Market
Many companies have wasted a lot of hard-earned marketing dollars.
Because they didn’t test the market before throwing a ton of ad dollars into it.
Before you launch a full-blown direct-mail campaign, you should always test against a smaller market to determine your rate of return.
If you can’t make sales off a small portion of your target audience, you’re not likely to realize much more success with a larger demographic.
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.
Please give us a call at (800) 547-8080 for List Portal help, or schedule a walk through.