Print isn’t Dead: Benefits of Direct Mail Marketing

Print isn't Dead: Benefits of Direct Mail Marketing
Handwritten letters increase response rates.

It is true; mail volume is decreasing. It reached its peak in 2006 at 216 billion. It’s dropped every year since and in 2018 it was 146.4 billion. This is actually great news for you and your mail campaign. With everyone going online these days, the competition for attention is fierce. So why not differentiate your business and go old school cool with a direct mail campaign. Keep reading for the many other benefits of having a direct mail campaign.

Connect with Your Audience 

Tailor your direct mail pieces to specific customers and create more engaging marketing material. Some services will use handwriting font and the recipient’s name on the envelope. This increases the response rate as you form a personal and direct connection. This is not achievable with an email or online ad. With Americans looking forward to checking their mail, you catch people during a happy time of their day. Not only do you connect with your audience, but you can specifically target potential customers. You could narrow your list by people who have recently moved, or those of a certain age.

Response Rate 

People can recall a brand from a direct marketing piece 78% of the time. This is significantly better than email where it is only 44%. This helps contribute to the considerably better response rate direct mail gets over email. The Direct Marketing Association (DMA) did a study and found that direct mail received a 4.4% response rate. Email only received a .12% response rate. This is partly because our email inboxes are overflowing with marketing emails. It is also because 56% of people think that printed marketing is the most trustworthy of all of the media channels. So, start mailing your customers and building their trust in your brand.

Affordability 

With mail volume decreasing, you now can negotiate a great bulk rate for your mail campaign. This makes it more affordable than ever to reach your potential customers on a personal level. Another significant advantage is the affordability of printing. Thanks to modern digital printing techniques, you can get high-quality prints at an affordable price.

Tangible 

Sending out an email isn’t a real thing; just some digital code that can get deleted as quickly as it gets sent. A direct mail piece is a solid piece of marketing that forms a direct connection with your audience. It is also likely to hang around longer on a desk or counter. This garners your marketing material multiple views. The average lifespan of a direct mail piece is about 17 days. There is also a greater chance of your direct mail piece being shared with another prospective client.

Start Your Own Mail Campaign With all of these benefits, what are you waiting for? It’s time to start your own mail campaign. You can start using direct mail to stand out from the competition by directly connecting with your audience. You’ll then benefit by having an increased response rate from your efforts. Start your own direct mail marketing service today.

The Dos and Don’ts of an Effective Direct Mail Strategy

Are you planning a direct mail marketing campaign? Even in this heavy  use of digital marketing, there’s still a place for direct mail. People are bombarded with thousands of emails and online ads everyday, so a piece of physical mail can help your brand stand out and get the attention of your potential customers. Your direct mail campaign needs to be executed properly, or it will be a waste of your time and money. Keep reading to learn more about the do’s and don’ts of an effective direct mail marketing campaign.

The Dos and Don'ts of an Effective Direct Mail Strategy

Direct Mail Marketing Do’s 

Seventy percent of Americans say that mail is more personal than the internet, so direct mail is full of marketing opportunities. Here are five things you need to do to create an effective direct mail campaign:

1. Do Make Your Mailing Stand Out 

People get a lot of mail, so make sure that your design is strong enough to catch their eye and that they would want to set it aside for future reference.

2. Do Proofread Multiple Times 

During the design process, make sure you proofread multiple times. Give it to your employees to double-check as well. You can never have too many eyes on a piece of marketing before it’s printed and mailed to the customer. 

3. Do Keep It Simple

People have short attention spans. Don’t write long paragraphs of information; keep it short and  get to the point right away. Graphics are also used to convey what products and services you are selling.

4. Do Give Some Incentive 

Offering discounts or other incentives can encourage people to call you directly or visit your website. Incentives and discount codes also allow you to track whether or not your campaign is effective in generating new business. 

5. Do Include a Call to Action 

Tell people what you want them to do by including a call-to-action. If you have a store, ask them to call you or stop by. If you’re an online business, ask them to visit your website.

Direct Mail Marketing Don’ts

Now that you know the five main elements of a successful direct mail campaign, here are some mistakes you should avoid at all costs:

1. Don’t Forget to Test the Market 

You can measure ROI with your direct mail campaign. You should start with a small sample of customers and see how successful the campaign is. If you don’t get any response, you’ll need to assess your marketing piece and change your call to action. 

2.  Don’t Mail to Any and Everyone 

Your direct mail list needs to be targeted in order to get the highest success rate. Don’t just mail to everyone in your town. 

3. Don’t Forget to Follow Up 

Your direct mail piece might not be successful the first time around, but don’t be afraid to follow up with multiple pieces per year. 

4. Don’t Spam People 

While following up is essential, you shouldn’t spam people too much. Your potential customers will only get annoyed if they get pieces of mail from you every few weeks. 

5. Don’t Forget to Include Your Website and Other Contact Info

Even though you’re using direct mail as your main strategy, you shouldn’t forget to mention your website, social media accounts and other digital assets. People will likely want to visit your website to learn more about your company before they give you their business.

Start an Effective Direct Mail Campaign Today 

An effective direct mail campaign can bring in tons of new customers for your business. But you need to work with a dedicated and professional marketing company who has the resources to help your campaign succeed. Contact iti Direct Mail today for more information on how we can help your business. You can also browse our services online and get your direct mail campaign started today.

4 Benefits of a Postcard Ad for Direct Mail Marketing

When was the last time you received a postcard in the mail? Chances are that it wasn’t recently. Most Americans receive very little physical mail anymore. But when they do, they pay attention. Is postcard marketing even relevant in the digital era? Yes, without a doubt! Are you ready to learn the top four advantages of postcard marketing? Read on to get the details.

4 Benefits of a Postcard Ad for Direct Mail Marketing
1. An Effective Postcard Ad Will Get the Customer’s Attention

When a pop-up ad appears on your screen, do you take the time to read it? It’s unlikely. Do you take the time to go through your junk email folder and read each one? No. But, you do take the time to go through each piece of physical mail you get. Postcards will get your customer’s attention. They are also short enough to get your message across quickly. To ensure your campaign is effective don’t forget to include a call to action to make your message stick with the customer!

2. It’s Easy to Track Your Progress

Another advantage of using postcards is that it’s easy to track the results of your efforts. Here are a few tips for streamlining the postcard process:

  • Create targeted databases to use as your mailing lists
  • Identify and separate customers based on their potential needs
  • Know how many postcards are being mailed and where they are going
  • Keep track of how many new sales are generated through incoming calls, website traffic, etc.

If you follow these simple steps, you will be able to measure the effectiveness of your campaigns. This is a huge advantage for your future marketing efforts.

3. Postcards Are Cost-Effective

One of the biggest advantages of postcards is that they are very inexpensive. That makes postcard mailings for small businesses very attractive. What makes postcards so cost-effective? On average, a postcard only costs about $0.35 to print and mail. It is estimated that direct mail response rates are usually higher than other forms of advertising.

4. Direct Mail Means Better Targeted Campaigns

The do’s and don’ts of marketing using postcards require a certain level of market targeting. If the customer isn’t interested, then sending them a postcard is a waste of time and money. There is no doubt that the internet and big data have improved targeted ad campaigns. Yet, direct mail is still an effective and affordable means  of advertising your products and services, especially for small businesses. Unlike other types of advertising, postcards will almost always reach their intended audience.

Why Postcard Ads Will Give Your Business an Edge Over the Competition

Digital marketing is part of a new era of advertising and as a result the internet is flooded with ads popping up all over the place, it’s overwhelming and people just don’t pay attention anymore, they simply delete, delete, delete. There remains so may advantages to direct mail marketing and postcards are still a great way to get your advertisement in the hands of your potential customers.  If you are looking for better solutions for your direct mail marketing campaigns  check out our free templates section to view or use our postcard templates.