It’s 2019 and direct mail marketing is as strong and effective as ever.
You may be asking yourself, “Why is this?” With all the more immediate alternative forms of marketing available to small businesses today like Facebook, Instagram, and other social media, why would anyone need to invest resources in an outmoded, wasteful method that moves at a glacial pace? After all, the rise of the internet was predicated on its ability to sell and reach a huge audience. Hasn’t it already replaced direct mail?
Those who believe this are truly missing the forest for the trees. True, a Facebook post can reach thousands instantly, but there are other reasons why you would choose one medium over another. Different approaches will get you different results. Direct mail is far from the dinosaur it can be made out to be. When used effectively as part of a broader campaign or even as a stand-alone effort, direct mail can pinpoint a target market and put your message in front of potential customers who can appreciate it and who seriously care about the subject matter. This means direct mail can bring a greater return for each advertising dollar you spend.
This blog will illustrate how direct mail is an effective marketing strategy that will get your products and services noticed by those willing to buy them. We’ll also explore how Presort Inc. will help you take full advantage of this powerful marketing tool.
As Mail Volume Declines, Direct Mail Response Rates Increase
The US Postal Service reports that total mail volume since 2006 has declined by about 30%. This is likely attributed to companies opting for paperless billing and allowing their customers to do more over the phone and online. This also includes direct mail as campaigns become more targeted and more sophisticated. But how do people respond to direct mail compared to other forms of direct marketing? Here are some response rates for comparison:
- Email Lists – 1%
- Paid Search Results – 1%
- Social Media – 1%
- Prospect Lists – 5%
- Household Lists – 9%
And just because it is paper doesn’t mean it can’t be tracked. Presort Inc. offers a LeadMatch service that takes the guesswork out of your direct mail campaign. Our technology can empower you with the knowledge to track and measure the effectiveness of your direct mail. You can track and record precisely who visited your website from your mailing and who did not. You also can see what actions those visitors took once they were on the site.
Where Social Media and the Internet Can Reach a Wider Audience, Direct Mail Can Pinpoint Your Target
Over 269 billion emails are sent each day. Over the course of a few hours, a consumer is exposed to between 50 and 75 display ads as they browse the internet. While this is some great volume, how effective is all of this electronic advertising?
Direct mail allows you to cast a smaller, more targeted net. While internet display ads can be tailored to search queries and placed on specific websites, they are mostly seen by casual browsers and ignored. While commercial emails can target a specific consumer based on email address, the rise of ransomware and phishing attempts makes unsolicited emails seem risky, and they are most often ignored.
Presort Inc. creates direct mail campaigns that are built from prospect lists so you can send individualized offers right to a potential customer’s doorstep. The information is printed on paper or cardstock and the offer itself can be tailored to the addressee, giving the mailing a personal, unique feel.
How to Connect With Your Audience With Presort Inc.
Instead of replacing mail, social media and the internet work hand in hand with it to create a more complete marketing experience. Advertising has changed greatly over the past few decades. The goal is no longer to get the message in front of as many eyeballs as possible. The goal, instead, is to connect with groups or individuals who are already inclined to have interest, to bring meaning to your products and services, and to show them how exactly what you are offering is missing in their lives.
Presort Inc. will combine direct mail marketing with social media and the internet to create a campaign for your company that is:
Engaging – With a mailer that is perfectly designed, your company is put front and center. The right design can make an impression on a potential customer and create a memorable impulse to examine how exactly your product would benefit them. Direct mail also reaches customers when they are in a good mood. The USPS reports that 55% of people look forward to receiving mail. Think back to the last time you received a spam email or found a display ad blocking content on a website you wanted to read. Is that the impression you want to make with your advertising?
Convenient – Internet display ads and emails tend to make the consumer buy on impulse, and while this might be good if you are marketing gum or iced tea at a grocery checkout stand, it’s not the kind of response you are looking for if you are advertising IT or accounting services. Direct mail gives the consumer a tangible document that describes your product or service, explains the advantages it offers, and details how exactly the consumer can go about purchasing it.
Personalized – With direct mail, you can target a specific household. Even better, you can target a specific person in that household. This is an extremely effective way to engage someone who is willing to accept your message. Customizing a message to a specific consumer seems like a lot of work, but when it translates into tangible responses the return on your investment is well worth it.
The Most Telling Statistic? Direct Mail Continues to Be Effective
Presort Inc. has helped hundreds of businesses just like yours use direct mail to reach individuals who are most likely to buy your products or services. It offers response rates that are far superior to the most expensive online marketing, you can customize your message to specific consumers, and there is no need to compete for attention. We have worked with direct mail for long enough to say in complete confidence that when used correctly, direct mail can translate to immediate and direct sales.
Call us today, share your marketing headaches and pain points, and let Presort Inc. show you how direct mail marketing is alive and well.
Many people think direct mail is losing its touch. Well, those people are wrong. Direct mail services will always be a critical marketing solution as long as you know how to stay ahead of the curve.
Many people hate the idea of change, but it’s not always a bad thing. The direct mail industry goes through several changes every year, but they’re all for the better. And we’re not talking about just switching up a postcard design. As St. Louis’ premier source for direct mail and printing support, we’ve learned what works and what doesn’t.
The Keys to Successful Direct Mail Marketing in 2019
If you have an idea for a direct mail marketing campaign, make sure you’re aware of the latest trends in the personal outreach industry. This includes the latest policies and procedures enacted by the United States Postal Services (USPS). Once you’ve mastered these standards, you’ll be able to put your direct mail strategy together by following these five critical steps:
Build the Right Mailing List
First, you need to define your target audience. This determines the types of people who will receive your marketing pieces. Whether they’re loyal customers, prospects, or a combination of both, you’ll need to target specific segments based on things like:
- Income levels
- ZIP codes
- Purchasing behaviors
If you operate with a customer relationship management (CRM) system like Salesforce or Hubspot, make sure you pull accurate data from these tools to form a proper mailing list. Once you collect all this data, you’ll be able to prepare different types of mailing options including subscriber lists, consumer direct mail lists, affiliate lists, and even B2B lists.
Create Stunning Designs
The design is one of the most important aspects of your direct mail strategy. You want to create a personal design that connects with each audience member. The design reflects your overall company image and reputation, so it’s important to create a unique yet professional layout. To captivate audiences with your design, you’ll need to follow these criteria:
- Create bold headlines with a clear call to action
- Choose an image that successfully supports the message
- Decide on an eye-popping color scheme
- Use subheads that lead into the main text
- Continuously promote your benefits
- Make the company name and logo stand out
- Include the right contact information
Budget for Printing and Mailing Costs
Direct mail marketing is predicated on five things:
- The number of prints produced
- The type of design created
- How long your mailing list(s) is
- The addresses you’re using
- Postage rates
This is a lot to tackle, especially if you’re handling everything on your own. The most cost-effective way to execute your strategy is with help from a direct mail service provider like Presort Inc. We’ll be able to take care of everything from start to finish to ensure every aspect of your campaign is successful. There’s no reason you should have to break the budget on your campaign, so just pay one small service fee with us and we’ll make sure it all turns out flawlessly.
Know the Logistics
This is where you’ll need to know the ins and outs of postage routes, presorting, and the door stops. First, you’ll have to determine whether you want to mail to a targeted mailing list or if you want to expand it to include people in certain geographic areas. This is a tactic called Every Door Direct Mail (EDDM). If more prospects are in this entire location, the chance of you getting a higher return on your investment (ROI) is much greater. Once you’ve made that decision, you’ll need to account for warehousing and distribution services. You’ll pay more depending on the type of packaging and the number of orders that need to be fulfilled.
Regularly Update Your Campaign
It’s important to measure the effectiveness of your campaign. Make sure to study every stage of the buyer’s process and label where each prospect sits. Send loyal customers new rewards opportunities and let new prospects know about new sales. This helps build brand awareness and promotes new activities. Always follow up periodically with unique personal mail items that interact with different CTAs. Whether you’re encouraging people to claim a scratch-off prize or follow you on social media, it’s best to keep things fresh and exciting.
Polish Your Direct Mail Marketing Efforts With Presort Inc.
The experts at Presort Inc. work tirelessly to make sure your direct mail campaign goes according to plan. We’ll be by your side from the initial design to the final print and distribution. Whether you’re getting ready to kick off a new marketing campaign or just want to revive an old one, you can always count on Presort Inc. to make it a success.
Contact us today to learn more about our affordable and comprehensive service options!