Most marketers prioritize digital advertising over traditional methods in this technologically advanced age. However, did you know that traditional marketing methods like direct mail marketing work far better than many digital marketing methods like email marketing?
As per the Data & Marketing Association (DMA) research, the success rate of direct mail marketing for people who have earlier interacted with the brand is 9%, and for potential customers, it’s around 5%. Comparatively, email marketing has a click-through rate of less than 2%.
It’s so easy to overlook the effectiveness of direct mail advertising because people would assume that everyone is on their digital devices. However, there are still those who prefer to receive direct mail. And many of them are those in the upper age bracket who are the family’s decision-makers. And more importantly, they hold the finances that run the household. So, for problems in the home like HVAC and plumbing, it’s best to get plumbing and HVAC advertising via traditional means.
Direct mail advertising is more accessible today than ever through service businesses like The Printed Image. You can easily outsource your direct mail marketing, and the service provider will take care of content creation, personalized messaging, and mail delivery to your house list. If you are considering a direct mail campaign for your company and are unsure of its viability, here are some reasons to invest in direct mail marketing:
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1. Engagement Rate
Think about bringing a bundle of mail home after going outside to your post box. Do you instantly toss everything in the garbage or search for it to determine what you were sent? A USPS study found that while 21% of Americans at least skim through their every mail, 53% take the time to read it. This indicates that, compared to other media, most of your intended audience will see your mail marketing.
This can be higher if you employ visual tactics in your direct mail campaign. For example, printing bold texts in an eye-catching color or using an envelope color other than white. These strategies will increase their curiosity and compel them to open the envelope and read through the message.
A significant number of people prefer to get advertising material in their mail. In a study conducted by global marketing firm Epsilon, 59% of respondents claimed they enjoyed receiving promotional materials from their favorite brands in the mail. Direct mail is more likely to generate a lead because it is tangible and can be kept near sight. This tangibility allows the reader to keep it as a reminder inside their pocket or hang it on the refrigerator if they are interested in your offers. Unlike emails, your message won’t disappear among a huge digital pile.
Mail has been a mode of marketing for decades and is invulnerable to a number of the disadvantages of modern-day digital advertising. A direct mail letter cannot spread malware into the recipient’s residence or computer. Many customers, especially seniors and people not comfortable with technology, communicate with direct mail because it incites a feeling of safety and reliability. In contrast, many do not even click new links contained in emails because of cybersecurity concerns or a pure lack of interest.
Combining direct mail with other forms of advertising can increase familiarity and make your brand a household name. This is especially true if you consistently do this and effectively integrate your branding into your approach.
Direct mail has immense potential for customization. You can consider buying consumer information records beyond names and physical addresses to include information on occupations, purchasing habits, age range, and other factors. This will enable you to personalize your emails to increase the chances of generating more leads. Modern printing technology also allows greater customization, allowing everyone to receive a one-of-a-kind piece of mail.
Another effective personalization technique is by using customized messaging. You can address your message personally with reference to the products they previously purchased. You can make relevant suggestions and introduce the recipient to other products you offer. Giving them a discount voucher in the mail will surprise and delight them. Another excellent tactic that will increase your sales!
Your advertisements and promotional material are often only effective if people remember them. The digital world is swamped with brands racing to get ahead of one another, so you should try direct mail marketing.
Direct mailing can enhance your marketing game with a lower budget and a shorter recipient list. This form of marketing is tangible, highly personalized, cost-effective, and can help you generate outstanding results quickly. If your marketing team does not specialize in mail marketing, consider outsourcing this task to qualified mail marketing services, which can help you generate substantial ROI.