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 That's as outdated and old school as playing music on a cassette player or using an overhead projector for a business presentation!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. Here's how.
Integrating direct mail and digital marketing is easy and fun
BRENT integrates our unique direct mail system with multiple channels to give you a unique marketing strategy. As savvy marketers, we understand 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.
ADT used an unconventional direct mail approach. They slid a cardboard letter under house doors that converted into a pop-up box with the message "Breaking into your apartment is easier than you think." Novelty is the single most effective way to capture attention and trigger memory.
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 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.
Mail is unusual and personal
I have a love/hate relationship with mail. Before the internet, when my wife and I were dating, we relied on phone calls and letters. I still get excited seeing a handwritten note in my mailbox. That's the love portion of mail. I also cringe when I see parking and speeding tickets in the mail, but I still open them. If you're like me, you don't want to miss any bills, which is another reason to open every letter. Like you, I don't receive much mail, and when I do, I always open it, especially if it's handwritten. In contrast, I get hundreds of emails a day and am much less likely to open and read each one.
Because very few marketers send out direct mail, your letter or postcard stands a much better chance of being opened and read.
You might be wondering, what about the customers who don't use your coupon right away? Aren't I just throwing my marketing money away? No, you’re not, because when your potential customers receive your direct mail reminders regularly, there may come a day when they need your product or service, or someone asks them to recommend a company with your product or service. They will remember you from your direct mail. If you hadn't sent them anything, they wouldn't know of your existence. Your direct mail sets you apart from your competitors and increases your likelihood of being top of mind.
We choose to integrate direct mail into our customer's unique marketing campaigns because it gives our customers the competitive edge by doing something everyone else isn't doing. Direct mail is a novel, memorable, sensory, fun experience, and above all, it creates a personal touch in an otherwise anonymous world.
Learn how you can add this into your marketing strategy!