Are you looking for a marketing technique with a high ROI and response rate? Then you need to be using direct mail marketing.
Benefits of Using Direct Mail Marketing
Over the last decade, marketing has become heavily dependent on digital strategies—but direct mail remains one of the most effective marketing techniques.
Effective direct marketing strategies like direct mail stay relevant in the marketing world because of their success rate—and because they offer your company several benefits.
Typical benefits of direct marketing strategies include:
High Return on Investment (ROI)
The use of direct mail marketing has an ROI of 29%. It’s in third place for ROI of marketing strategies, following behind email and social media marketing—and social media is only ahead by one point.
You might think digital marketing solutions should have a higher ROI than direct mail, but both paid search and online display marketing techniques fall behind. The ROI for paid search is 23% and 16% for online display.
With ROI this high, your direct mail marketing is guaranteed to be effective and profitable.
High Response Rate
If you want to reach your target audience and increase your response rate, personalized direct marketing is for you.
The high personalization and creativity involved in direct mail are met with a high response rate—5.3% for residential and 2.9% for corporations.
Though email marketing has a higher ROI than direct mail, it falls far behind in response rate, with an average of 0.12%. You develop more new client relationships by using a direct mail marketing campaign.
Easy To Target
It isn’t easy to reach your target audience when advertising through social media. Even if you use popular hashtags, interactive polls, and creative graphics, your target audience may never see your ads because of how many businesses market on social platforms.
With the use of direct mail marketing, you conduct detailed research regarding your target audience’s:
- Age
- Interests
- Professions
- Previous purchases
- Background information
This research increases the likelihood of responses because you’re sending mail to people who are interested in the products and services you sell.
Enhanced Customer Relationships
When you send personalized direct marketing ads to potential or existing customers, they feel a stronger connection to your business, and people are more likely to purchase from you if they feel cared for.
Direct mail is a creative and engaging way to market your products and services. Include graphics, personalized copy, and exclusive offers in your direct mail ads so your customers know you value their wants and needs.
Effective and Creative Direct Mail Campaigns
Using direct mail marketing allows you to get creative with your ads, and customers love creativity. Nearly 44% of consumers get frustrated with repetitive ads and value creative takes on everyday products and services.
Here are six creative ways to develop direct mail and their benefits:
Self-Mailers
Self-mailers are ideal for introducing your products and services to new customers. Your self-mailers could be brochures, leaflets, or pamphlets that explain what you offer.
Self-mailers are a colorful and fun way to highlight your company’s image and values. You should make the colors stand out and include creative designs to make them more attractive to your customers.
Lead Letters
If you want to reach highly targeted consumers that will likely do business with you, lead letters are the way to go.
Lead letters are sophisticated and highly personalized for important leads. Send lead letters to customers with meticulous tastes and appeal to their professional side. Show them you are worth their time and money.
Postcards
Postcards are simple yet effective. They send a clear message and typically include:
- A subtle, creative graphic
- Short sentences that explain your products
- Acknowledgment of the customer
Postcards aren’t just inexpensive to produce—they’re also proven to generate more leads. Looking at the following case study, you can see the impact of postcard mailers:
“Nelson Construction was looking for leads of homeowners needing remodeling services. They targeted homeowners within a certain radius around their office with an annual income of over $100,000 and a home value of $200,000 or more. Nelson Construction sent 6,000 cards three times.”
These postcards led to:
- 645,424 online impressions
- 222 website clicks
- 45 calls to the construction company
- Over $1 million in new revenue
Dimensional Mailers
Dimensional mailers are an upgraded version of self-mailers and are typically sent to B2B clients to showcase a business’s professionalism and value. They act as small PR packages and typically include:
- Boxes
- Tubes
- Bags
- Giveaway items
- Product samples
If you want to make an impression on a potential B2B customer, dimensional mailers are the way to go.
Catalogs
Catalogs are smaller magazines that describe all of your products and services. These are excellent for new customers since they showcase everything you offer. Include your best products and promotional offers on the front cover to entice the reader.
Mailing Lists
Mailing lists aren’t physical mailers; they’re a tool you can use to develop quality leads. They’re detailed lists of information on highly targeted potential customers.
Mailing lists determine the success and direction of a creative direct mail campaign.
Reap the Benefits of Direct Mail Marketing Today
Now you understand the benefits of using direct mail marketing—but now what?
Partner with the direct mail professionals at Presort. We develop and deliver creative and engaging:
Not only do we create designs and mailing lists, but we also print and deliver all of your direct mail.
Work with a partner that values your success. We guarantee 100% customer satisfaction and promise to create the best direct mail ads available.
Contact us or get a free mail quote on our website today!
