The Unmatched Benefits of Direct Mail
In the mix that includes digital and traditional media, print marketing brings home the gold in both acquisition and retention. Though investment levels are higher, direct mail pieces perform better among other media overall. In fact, industry statistics show that direct mail is seven times more effective than all digital channels combined.
Further, response rate for direct mail is five to nine times higher than that of email, and marketers continue to trust this media channel for the simple reason that their customers and prospects trust it more. In fact, 76 percent of consumers trust direct mail when making a purchasing decision.
While marketing is both art and science, direct mail success calls for careful planning. First, identify the goal for your piece. When sending a direct response offer, the goal is a sale (even if that sale is nurtured with a freebie). With customer retention, the goal is building a relationship that leads to future sales, referrals and improved image.
Next, define your target audience. The list is key. A house list is logically more reliable because you already have a relationship or are at least a familiar name to those on the receiving end. However, other options are available if your list is small. Then comes your creative, such as direct response copywriting with strong headlines and benefit-rich reasons to respond. And it’s on to design, printing and mailing.
From there, it’s heading to home addresses where customers remove it from the mailbox, open it (as a high percentage of recipients do) and see your offer. Direct mail stands out in that box in a way that can’t be matched by electronic or digital media, and when it enters the home, it’s often left on a counter or table giving added shelf life. More time in the home equals more time in front of the customer.