Small Business Guide to Direct Mail Marketing
Small Business Guide to Direct Mail Marketing: The majority of marketing channels used nowadays are digital, with social media marketing and email marketing becoming more and more popular due to their simplicity, scope, and affordability.
However, physical advertising can significantly improve your bottom line and consumer base.
Giving your clients a distinctive, personalized experience through the integration of direct mail marketing with your other marketing channels will help your company stand out from the competition. We’ll talk about using direct mail for business and show you how to develop an effective direct mail campaign.
What is Direct Mail Marketing?
Any actual correspondence you send to customers via mail in an effort to win their business is known as direct mail marketing. When sending letters to clients, be sure to include the information below:
something that distinguishes your company (like a logo or business name)
An instruction (CTA)
- A means of contact for customers (e.g., phone number, email address, website)
Is Direct Mail Marketing still Useful?
Even though it can seem like everything has gone digital, traditional mail still has a significant role in marketing. A 2020 Marketing Charts poll found that when used in conjunction with other marketing channels, direct mail can boost your return on investment (ROI). 59% of survey participants claimed that including direct mail in a multichannel strategy produced a good return on investment. Another 7% reported that their ROI was excellent.
Target consumer response rates showed the same pattern. 69% of survey participants claimed that increasing the use of direct mail improved response rates. Another 8% reported that adding direct mail marketing to the mix significantly improved response rates.
Jet Mail, a provider of direct mail marketing services, has likewise indicated that its clients’ engagement rates are still very strong. Jet Mail reported that certain campaigns using 2,500 mailings produced a 30% response rate, or 750 responses, in its 2021 research of the direct mail marketing landscape.
Direct Mail Advantages
Marketing via direct mail is effective for a number of reasons. Here are a few major benefits of including direct mail in your marketing plan.
Direct mail is Interactive
- Because it is interactive, direct mail is still employed and still works so well.
The Direct Mail is Memorable.
- Receiving mail might evoke sentimental memories of a time when receiving actual mail was the norm and cause an emotional reaction.
Direct mail has a wide demographic.
- Direct mail may have a wider audience than digital marketing, depending on your target market.
Direct mail is creative.
- You are not forced to use analogue advertising if you use direct mail.
- Direct mail and internet marketing can be used in countless ways to increase your target market and draw in new clients.
- There’s less competition with direct mail.
A smaller playing field and more opportunities for your company to stand out are the results of more businesses switching from traditional physical marketing strategies to digital ones.
The Direct Mail Drawbacks
- Although there are many benefits to direct mail, you should also consider its drawbacks before organizing a campaign.
- Adding a direct mail marketing strategy to your advertising budget has several drawbacks, which are listed below.
- The cost of direct mail might be high.
- The main drawback of direct mail advertising is frequently cost. Direct mail entails expenses for contact lists, printing, shipping, and ad design.
Direct mail results are hard to measure.
- It is simple to gather information from digital adverts, such as click views and conversion tracking data.
- Direct mail makes it impossible to determine which clients read the mailer and which ones threw it in the recycling.
Direct mail isn’t editable.
- Direct mailers cannot be altered once they have been sent.
- Your advertisement is no longer in your control once the proof copy has been approving.
Mailing lists can be inaccurate.
- Address lists might contain several mistakes. Mail that is not delivering can be causing by incorrect ZIP codes and city names.
- Your money is wastinng on each mailing that is not receiving.
Also Read: Guidelines for Creating High-Impact Presentations
