With lots of marketing going digital, we often get the question: Will direct mail work for my small business? I have good news: Direct Mail is experiencing a revival. Marketing, like many aspects of business, goes through periods of change, and the ways we use to reach audiences follow a similar pattern.
Currently, direct mail is seeing an upswing in popularity. Consider the following advantages of direct mail marketing:
1. High Engagement
People love getting mail! Direct mail offers a physical touchpoint that digital marketing often lacks. Studies show that people tend to engage more with physical mail than emails or ads online. A personalized letter or postcard can make a strong impression.
2. Tangible and Memorable
People can physically hold a piece of direct mail, which gives it staying power. Research suggests that 70-80% of people read or at least glance at direct mail, whereas email open rates tend to be lower. Because of its tangibility, direct mail often has a stronger emotional connection, making it a great tool for building brand recognition.
3. Targeting and Local Focus
Direct mail allows for incredibly targeted campaigns, particularly when leveraging data and segmentation strategies. Marketers can focus on geographic areas, income levels, interests, and more.It can be particularly effective for local businesses aiming to reach their surrounding community.
4. Complement to Other Marketing Campaigns
Direct mail works well as part of an overall marketing strategy. It can drive both online & offline behavior, such as encouraging people to visit a website or to visit your store and use a special coupon. Combining direct mail with email, social media, and print ads can increase overall response rates and customer engagement.
5. High ROI and Effectiveness
While direct mail campaigns might seem more costly than digital ads, they often have a higher return on investment (ROI). According to various studies, direct mail has a higher response rate than digital channels. Using compelling offers, strong calls to action, and well- designed pieces can greatly increase the effectiveness of your campaign.
6. Less Competition
Email inboxes are overflowing with messages, so your email could easily get lost in the noise. With fewer businesses sending physical mail, it’s an opportunity to stand out and grab attention in a way that emails and online ads can’t.
7. Consumer Trust
People generally trust physical mail more than emails, which can easily be perceived as spam. Direct mail campaigns can convey authority and professionalism, building consumer trust in your brand.
Tips for Successful Direct Mail Campaigns:
- Design and Copy: Make sure your direct mail pieces are visually appealing and have clear, concise messaging. Keep the design simple but impactful.
- Strong Call to Action: Tell your recipients exactly what you want them to do, whether it’s visiting your website, calling for more information, or using a discount code.
In conclusion, if you’ve been considering sending a mailer to your customers or people living in your local area, now is a great time to do so. Direct Mail is a fun way to connect with your audience and can be effective when paired with other marketing strategies.
Need help creating a mailer? Contact Barnyard Marketing.