How to Accelerate Growth with Direct Mail in 2019
Over the past several decades many marketers have moved away from traditional methods to various forms of digital marketing – often to disappointing results. While newer media garners attention, traditional approaches, such as direct mail, remains among the most powerful marketing vehicles today.
Direct mail is a time-proven medium that delivers consistent results. A well-executed direct mail campaign produces a higher response rate than any comparable online marketing method – anywhere from five to nine times higher than email, social media, or paid search, according to the 2018 ANA/DMA Response Rate Report.
Why is direct mail so effective? There are a number of reasons:
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DIRECT MAIL IS TARGETED:
You can fine-tune your direct mail content and delivery for a highly specific audience. Whether you want to reach loyal customers or new prospects, people will receive direct mail offers targeted specifically for their needs.
DIRECT MAIL IS PERSONAL:
People are more likely to read and respond positively to mail that is addressed to them personally. It’s relatively easy to customize a direct mail piece to include the recipient’s name and other personal information.
DIRECT MAIL IS VERSATILE:
There is no single direct mail format. You can create direct mail pieces in various shapes and sizes to best deliver your specific message, whether that be postcards, letters, brochures, or multi-page catalogs.
DIRECT MAIL IS COST-EFFECTIVE:
When direct mail campaigns are well-executed, high response rates are possible. Your costs are quickly covered, resulting in higher profitability for your campaign.
DIRECT MAIL IS LIKED AND TRUSTED:
Most consumers find email marketing annoying, but they like direct mail. Epsilon Data Management found that 59% of consumers enjoy getting postal mail from brands about new products. Additionally, MarketingSherpa reports that when it comes time to making a purchasing decision, 76% of consumers trust direct mail.
All of this explains why direct mail remains an important marketing medium. According to the 2018 ANA/DMA Response Rate Report, direct mail is used by 57% of all marketers today – with 81% of respondents planning to maintain or increase their use of direct mail over the next year.
When you want a proven, effective, and cost efficient way to promote your business, direct mail is the way to go.