Does Direct Mail Fit into Today’s Marketing Strategy?

Posted by Madison Perrin on Feb 22, 2018 2:46:17 PM
In today’marketing world, the opportunities for reaching your target audienceare vast. Whether it’s done through email, print, social media, online advertising, video, or any other available method, there is no shortage in the way of communication platforms. If you were to look at the amount of technology used by the average individual in a day’s time, you may think digital is the preferred medium, and you may not be wrong. But, does the fact that we’ve moved to a digital world mean something like direct mail, a printed medium, no longer belongs? Let’s explore...
Direct mail averages a 15-17% ROI
The average response rate for direct mail is 3.7% with an in house list and 1% with new leads
23% of people bought or ordered something as a result of receiving direct mail in the last 12 months
98% of Americans check their mail daily
70% of people think direct mail is more personal than email
29% of people try a business for the first time because of direct mail advertising
Think of it like this: What’s one of the first things we do when we get to work in the morning? We turn on our computers and check our email. Then, what’s one of the first thingwe do when we get home? We check our mailboxesIt’s instinctual; we know people are reaching out to us, and we look for it. And because it’second nature, we not only know that people are reaching out, but we know what it looks like when they’re reaching out with “junk,” and we avoid it like the plague. So, how do we as marketers reach our target audiences with direct mail and deliver a message they want to receive and will cause them to take action?
How to find success with direct mail marketing:
Carefully consider your target audience and your goals
According to Kissmetrics, it’s not unusual for the average American consumer to see more than three hundred ads within their first waking hour, each day. And, only about 2 percent of those ads earn their attention. What this tells us is that our target audiences are already getting hit from every direction with ads, every day. Because of this, we need to make sure that we deliver a finely targeted, and well thought out message if we want to gain our audiences’ attention and cause them to take action.
Think of what your offer is and who will benefit from it the most. Carefully consider both the demographics and psychographics of your audience when targeting. With this information, you can pinpoint exactly who should receive your message and will increase your ROI.

That same careful consideration should be applied to defining your campaign goal. Not only will this advise you on how to carry out your campaign, but it will also influence your targeting. If your goal is to increase sales of your company’s newest vacuum model, for example, you shouldn’t be targeting households who hire a cleaning service. Instead, you should be targeting households looking to invest in a new vacuum. 

Create powerful visuals that will inspire your audience to pay attention and take action

The rise in technology has not only changed the ways marketers reach their audiences, but it has increased the expectations of our audiences for high quality imagery and designWith imagery being so important to our viewers, we can’t waste our efforts or their time by boring our audiences with stale visuals. Combined with a compelling message, high quality imagery will gain you the attention of your target audience and compell them to take action. 

Track Your Results

Of course, there is no perfect way to track your marketing results, but there are endless ways to do it. The way in which you track the success of your direct mail marketing campaign will differ depending on your offer. But, the best way to measure your success is to know what success looks like for your campaign. 

With a direct mail marketing campaign, you should be tracking the response rate. Here are a few examples of ways to track different offers:

Printed Coupons-
One of the easiest printed measurements, coupons are tracked through counting the number of redeemed coupons.

Promotional codes-
Though similar to coupons, instead of looking at the number of coupons redeemed, promotional codes are tracked through the number of online code submissions.

Landing pages-
Including a link to a customized landing page offer allows you to track the number of people who responded to your direct mail piece by visiting your website. Although, unless there is a form involved, it doesn’t always allow you to know who is visiting. But, you can always remarket to page visitors on Facebook and Google by using their tracking code on your page. 

A personalized URL brings your target to a common webpage via a URL that includes an individual identifier and allows you, the sender, to see which recipients chose to visit your web page.

Follow Up

As with most campaigns, there are multiple follow up methods available for a direct mail marketing campaign. One method is a follow up call to ask if they received your mailer and what they thought of it. This conversation can then be used as a way to let them know of your services and offerings.

Another follow up method that could be used is sending a handwritten note checking in to see if they received your mailer and what they thought of it. In the note, you should include contact information and request a time to chat about your mailer and how they could use your services.

If possible, you could also reach out to your recipients via email. According to Titan List, combining email marketing with your direct mail marketing campaign may increase your results by 27%.

Lastly, you could send them more direct mail. Often, it can take up to three mailers to get the attention of your target, especially if they work in a fast paced industry. If you don’t get the response you’re looking for with your first direct mail attempt, follow it up with another direct mail campaign. By sending 3 consecutive mailers, the chance of your audience reading your material increase to 67%.

So, the answer to our original question of whether or not direct mail, a printed marketing medium, still has a place in our mostly digital world, is yes. Direct mail has proven to have agreat ROI, reach, and overall approval rating among recipients and is very much so still a preferred way for marketers to reach their audiences. With a well-targeted, visually stimulating and compelling message, a direct mail marketing campaign could be just what you need to bring in business.

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