Direct mail campaigns have been around nearly as long as advertising has. Referred to as “traditional marketing”, some might be led to question what role direct mail campaigns play in today’s market. What are the primary direct mail campaign benefits? Is direct mail a worthy investment for me?
Direct mail marketing is still very much a lucrative marketing tactic. In many cases, it is as effective as digital or other experiential tactics. Because of the complications and competition that has arisen in the digital space, it is often an even better option.
So let’s answer the most important question we posed above.
What are the top direct mail campaign benefits?
- Avoid information overload.
The funny thing about email is…everyone is doing it. As desperate as people once were to fill their mailboxes, now more people are desperate to get their email inbox under control. That means most people are forced to implement a ruthless, cutthroat approach to email. Anything that is not truly essential or irresistibly intriguing gets the ax.
That’s a hard barrier to overcome – especially when deleting is as simple as clicking a button. So at the top of our list of direct mail campaign benefits is ironically that: it is not email, and that is a plus.
Compared to email, direct mail per piece cost is higher. Nevertheless, direct mail has a powerful return on investment that digital marketing doesn’t have a chance to beat.
Direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list.
- Facilitate trust.
Trust in today’s marketing space is a complex animal. The issue is working on so many levels, primarily the issue of consumer privacy. With new data collection technology coming out every day, most people do not feel safe on the internet, and are certainly wary of new materials from unknown or unfamiliar sources.
By comparison, a piece of mail feels less intrusive. It stands alone: it is not caught in a deep web of the digital database. In some sense, that’s comforting. Not to mention – it takes work and commitment to print and mail a direct mail piece. It’s less likely to feel like fishing.
- It feels personal.
From bright, engaging envelopes to a personalized message inside or out, one of our top direct mail campaign benefits is the ability to personalize the piece. The more specific the better, and the more likely the reader will be to open, keep reading, or take action.
Variable imaging and personalization take direct mail campaigns to the next level. You can add the name of the recipient on an image. For example, a car dealer could put the recipient’s name on the license plate of an image of a car. A pet store could have an image of the kind of dog the recipient has. Hotels can offer discounts for restaurants that their customers visited on previous stays.
Getting personal helps build a better and more loyal relationship.
- Tangible = memorable.
Similar to the early note about deleting messages so easily, even a good email can slip your memory. Tangible pieces that we engage with and can physically hang on to (if we want to) can lead to better recall about what the offer was in the first place.
Keepsake direct mail, like magnetic menus, branded calendars, or even a simple pen with contact information, helps preserve your business in the eyes of the holder.
- Delivered as is.
Barring a catastrophe at the Post Office (which is rare), the mail you send out arrives in the same size and shape that you sent it in. With email or other digital platforms, there are a lot more variables at play, and therefore a lot more things that can go off course. Often, simplicity really is the best policy.
Have a question about direct mail campaigns? You can ask us here. We are always here to help. Feel free to reach out to us directly at 702.617.9000.