Would you be surprised if I told you direct mail gives you a higher return on your investment (ROI) than digital ads? You might be thinking – are you kidding?! That's as outdated and old school as playing music on a cassette player or using an overhead projector for a business presentation!
According to The Data & Marketing Association, in 2016, direct mail had a customer response rate of 43%. ANA.net noted the rapid response rate for mail sent to houses at 5.3% and direct mail sent to prospects at 2.9%. Click-through rates for emails average only 2-3%. Direct mail works!
The successful marketing plan integrates a unique direct mail system with multiple channels to give you a unique marketing strategy. You must understand that marketing campaigns should span Facebook, Instagram, TikTok, Pinterest, search engine optimized content, and any other channels that your prospects will use and that will increase your traffic and conversion.
An example of this type of integration is to send out a letter or postcard with a QR code that customers can scan with their phone that directs them to your product or service. Or better yet, send them a coupon or gift card, ask them to tweet, take a picture, and post it on your company's Facebook page showing when/how they used it.
Integrating direct mail with digital marketing ensures customers are not only using your product but also promoting it to the world.
The added benefit of a coupon or gift card is that it is a physical object that takes up space. My family puts restaurant coupons on the fridge. When we feel like ordering out, guess which restaurant we choose? Think of how many times you used a service or purchased a product because you received a coupon.
A few years ago, I received samples of Voltaren tubes in the mail. I had no idea a topical anti-inflammatory existed. I tried it, liked it, and still use it today.
Direct mail can be seen, touched, smelled, tasted, and heard; it appeals to all the senses from every demographic.
It's easy to target and track your audience with direct mail marketing.
With the US postal service's (USPS.com) Every Door Direct Mail tool, you have access to demographics by area, including average household size, age range, household income, number of residents, and businesses.
All this information is available to you by simply hovering your mouse over a route. The bonus is you're reaching every person, of every age, in that household.
If you were only using social media, you would have to choose specific social media to target specific demographics. Tracking is easy too and can be easily accomplished by including a unique phone number or landing page for each direct mail campaign and lead followed in your CRM.
Do you need some help figuring out how to set up a campaign?