It may be a digital world, but in this age of devices and technology, direct mail still lives strong. With statistics proving it’s far from dead, it would be a serious oversight not to make use of this powerful means of advertising. Though the upfront costs are relatively higher for using direct mail, the return on investment (ROI) is strong for well-targeted markets. In fact, many trendier businesses that previously didn’t use direct mail are now jumping on the bandwagon, as they’ve found the higher success rates well worth the cost. So how do you best make use of this tried-and-true method in your business?
Despite the bulk of mail received annually, direct mail is engaging Americans now more than ever. Though the general volume of direct mail has decreased, its percentage of overall mail has increased. People are receiving less and less mail today as email remains an alternative means of communication. This decrease in other clutter increases the effectiveness of direct mail.
Statistically speaking, direct mail remains a highly effective strategy of overall marketing. US households received 121.1 billion pieces of mail a few years ago, yet despite the bulk of mail received, 42% of American still read catalogs received via direct mail. This was excellent for conversion, as over 100 million US adults made a catalog purchase in the prior year.
Customer response rates increased by 43% year-over-year, and prospective response increased an astounding 190%, more than doubling. With such a positive increase, it’s easy to see why businesses with no direct mail marketing are now mailing with urgency. So, why do we see such drastic trends in direct mail during the digital age?
In a world of direct mail, how do you stand out and get consumers to open your mail? Here are some tips you can employ to foster success:
While direct mail seems vastly different from digital marketing, the two work in conjunction. It’s difficult to track direct mail response rates because 90% of customers visit the website to learn more about the product or service before calling. Thus, direct mail starts the process and leads to further avenues of marketing through digital means. Marketing campaigns are much more successful when they combine direct mail with digital media, experiencing a 118% increase in response rates when compared to those who use only direct mail.
Additionally, multi-channel marketing is one of the critical developments of the digital age.
A business needs 18 to 20 touch points to reach a customer for the first time. Direct mail is a part of those touch points, but so are emails, social media, TV, etc.
When you employ all these marketing powerhouses together to create the necessary touch points, you’re channeling something more significant than anyone means of marketing can accomplish. Only 11% of businesses use one method of marketing, because they know the power of multi-channel impact.
There are many statistics and reasons for using direct mail as a part of your marketing strategy. Understanding consumer responses to direct marketing are imperative for forming the correct approach. Whatever your strategy, one thing is sure – direct marketing is here to stay, and it’s making a colossal impact on the sales of those who implement it well.