Last Updated on October 11, 2023 by Dave Schoenbeck
Is direct mail dead? With the prevalence of digital marketing techniques and the changing marketing landscape, it’s easy to think so. When did you last pay attention to the “junk” mail you received from other businesses? Is it time to retire direct mail from your business’s marketing strategy?
Not so fast. Although email, social media, and text messaging have undoubtedly emerged as leaders in the 21st-century marketing game, there’s evidence to suggest that direct mail might still have a place among them.
Is Direct Mail Dead?
It’s true that email, social media ads, and text messaging cost much less than direct mail and tend to be the platforms of choice for many businesses, no matter the industry. Not many companies are found without a Facebook page or an email list these days. This has led many companies to wonder: is direct mail dead?
Digital media has undoubtedly changed the marketing game, but that doesn’t always mean traditional methods are unnecessary. According to the Direct Marketing Association’s direct mail statistics, physical mail still outperforms email marketing campaigns by anywhere from 10% to 30%.
While the costs and seemingly outdated direct mail tactics have led many companies to abandon this strategy, favoring a digital-only approach, direct mail can seriously boost your business—if you’re smart about it.
The Benefits of Direct Mail
In this digital age, potential customers are bombarded by hundreds of daily emails, text messages, and social media ads from companies. It’s become too easy to block or unsubscribe from messages that feel annoying or intrusive.
Direct mail, however, is much more likely to be noticed: even if a customer throws your flier out, they still need to look at it to do so. Emails can quickly get buried in a customer’s inbox, but they can’t completely ignore direct mail.
Also, direct mail can feel personal in a way that emails often don’t. According to Forbes, people like receiving mail, and a physical flier triggers an emotional response that leaves a longer-lasting impression on the consumer than a simple email or text. The key is to send out something your customers want.
Making Direct Mail Work for Your Business
The best way to make direct mail work for your business is to make it stand out. It would help if you were different than the bills, bank statements, magazine subscriptions, and countless other advertisements your customer receives daily. Of course, this includes the aesthetics of your mailings, but the real challenge is creating valuable content.
Ask yourself: Why should your customer care? If you’re not offering value with your direct mail campaign, it’ll probably go straight into the trash. It’s okay to update your mailing list with your latest business news, but you should also offer coupon codes, special offers, or freebies to make subscribing worthwhile.
Remember that it usually takes multiple exposures before a customer makes a purchasing decision. Prepare to send out numerous mailings before you see meaningful results, and don’t be afraid to tweak your strategies if something you’re doing isn’t working.
Finally, could you be sure to include a call to action? The best marketing campaign will fail if your customer isn’t directed toward the next step. Please refer them to your website or give them a number to call and set up a consultation, depending on your business.
So, is direct mail dead? Not if you know what you’re doing. A diverse and well-rounded marketing strategy is the cornerstone of a successful business. Click on my contact form and schedule a complimentary video call to discuss your marketing plan today.
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