According to the Direct Mail Association (DMA) Factbook for 2014, 65% of consumers of all ages have made a purchase as a result of direct mail.
Many of our clients are recognizing this and direct mail is going through a renaissance. They may have maximized their online spend and need to find another channel, or they may enjoy such a high response to direct mail that it’s added to the mix from the start. Either way, the results are highly satisfactory and direct mail is becoming a staple in their marketing plans.
Direct Mail Basics
With a higher conversion rate than any other medium, studies have found that direct mail out-pulled all other channels tested in terms of conversion rates, both for lead-generating “free” offers and one-step “buy now” offers. Direct mail’s edge becomes even more dramatic when it is optimized with personalization and other factors, and combined with personalized landing pages.
Direct mail also enjoys longer “shelf life” than email, so it might be profitable to evaluate your existing landing pages and offers to see what can be repurposed to offer through direct mail. If you do, remember that people may access it weeks after the mailing, so make sure that the pages and offers are still good—or put a firm deadline on response time.
Postcards - Flyers
Use direct mail as an adjunct to other sales and promotion efforts. Salespeople who complete a sales call can drop a postcard in the mail on the same day, thanking the customer and perhaps offering a special discount. Direct mail can support an email campaign as well.
Knowing about your best customers is a key factor in targeted direct marketing. Knowing the customers' basic demographics, such as males 18 to 34 or females with children, is a start. However, a more complete understanding of your customer's profile like their shopping and purchasing behavior in other categories; their attitudes toward trends, products, marketing and media; or their lifestyle habits can help you become even more effective in both your lead selection and the messages you'll use in communicating with the leads.
If you’re still not convinced direct mail is worth adding to your marketing mix, consider this: Direct mail costs no more than print or pay-per-click advertising, according to the DMA, and has an average response rate of between 2 and 6 percent, depending on factors such as whether it’s four-color, optimized or personalized. Compare this to email marketing, which has an average 0.12 percent response rate, according to Direct Mail News, and there’s no excuse for not giving direct mail a try. Call Us Today!!
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