What have you heard about direct mail? That it’s out of date, or a thing of the past?
While our world seems zeroed in on technology, you may be surprised to learn that direct mail is still a highly relevant channel. Postcards, brochures, and flyers are the OG of advertising for very valid reasons.
So, what are the myths holding marketers back from investing in direct mail today? Here are 5 of the most common myths.
5 Direct Mail Myths
1. Direct Mail is Outdated
Direct mail remains a powerful marketing tool, especially when used strategically as part of a multi-channel campaign.
Direct mail can be used strategically alongside digital efforts – adding websites, online only coupons, or even an easily scannable QR Code – are a few ways to really embrace the concept of dynamic outreach. The best efforts are made when each channel works in harmony with the next.
2. No One Reads Direct Mail
Studies show that a significant percentage of recipients open and read their direct mail. The tangible experience of direct mail makes it more memorable. The average person receives hundreds of emails per day; but only so much mail. In an article by the Burlington Press they state, “direct mail offers a less crowded space. When your message arrives in a mailbox, it has less competition for attention, increasing the likelihood that it will be seen and read.”
According to Lob, “There’s a distinct trust that comes with tangible, physical items. When consumers hold a piece of mail, it conveys effort and sincerity that digital messages can’t match. This physicality helps to solidify consumer trust, an essential component of any successful direct mail marketing strategy.”
3. Direct Mail is Too Expensive
While there are upfront costs, direct mail can offer a high return on investment when done correctly. It can be cost effective, especially when you are strategic with your targeting.
Leveraging consumer insights (using both first party and third-party data) to identify the prospects with the highest likelihood of completing the goal of the marketing campaign, which can lead to the highest possible ROI.
4. Direct Mail is Not Trackable
Direct mail campaigns can be tracked using various methods, including unique codes, QR codes, personalized URLs, physical response tracking, and integration with CRM systems.
These methods allow businesses to measure the effectiveness of their campaigns, identify the source of leads, and optimize future efforts. By tracking direct mail, businesses can gain valuable insights into the performance of their marketing efforts and make data-driven decisions.
5. Direct Mail Cannot be Personalized
Gone are the days of one-size-fits-all mail pieces. Today, direct mail can be highly personalized. With advancements in technology, it’s possible to create personalized campaigns based on individual preferences, demographics, and past behaviors. This level of personalization can significantly improve response rates and engagement.
In 2024, personalization will dominate direct mail campaigns, utilizing advanced data analytics and AI to tailor messages to individual preferences and behaviors. This means more than just addressing recipients by their names; it’s about customizing content, offers, and even the design based on consumer data, ensuring each mail piece resonates deeply with its intended audience.
5 Benefits of Direct Mail
1. Direct Mail is Timeless
We live in a digital world, but there is a reason why some of the largest companies in the world are still using print in their acquisition strategy. Because it offers a tangible, personalized experience, the direct mail experience can’t be easily replicated in the digital age.
Unlike emails that can be easily deleted or overlooked, physical mail pieces provide a tactile interaction that grabs attention. Additionally, direct mail can be highly targeted, reaching specific demographics with tailored messages. This level of personalization and engagement makes it a powerful tool for businesses looking to build relationships and drive conversions.
2. Direct Mail is Shareable
Direct mail is delivered to an entire household, so you can reach more than just the person it was originally meant for.
Just picture placing a magnet over a coupon on your fridge. Your entire household is then exposed to the ad, every time they pass it. Postalytics shares that mail has the longest shelf life in comparison to any other medium of advertising, at 17 days.
3. Direct Mail is Highly Targeted
First and third-party data can be utilized (along with AI) to really reach potential customers with targeted, personalized offers.
An example of this would be a carwash brand offering a membership promotion to new movers in the area, with a certain household income, who own certain vehicle models. The mail piece could include an immediate call to action by including a QR code that takes them to a membership sign-up page – or a complimentary offer to draw them to their local location.
4. Direct Mail Combats Digital Fatigue
Every day, the average person will receive a whopping 121 emails, plus anywhere from 4,000 and 10,000 digital ads per day!
In a world that’s chronically online, it makes sense that people find value in print. Direct mail gives advertisers the opportunity to stand out and create a long-lasting impression.
Additionally, direct mail elicits a stronger emotional response and results in a 20% higher motivation response, which can lead to greater brand recall and purchase intent.
When your target audience spends hours on their devices each day, getting a physical piece of mail is more likely to catch their attention.
5. Direct Mail Brings Actionable Results
When taking a multi-channel approach, direct mail should be a top contender. According to Burlington Press, a well-planned integrated marketing strategy that combines both channels can maximize your reach and engagement.
For example, a direct mail piece can drive recipients to a website, landing page, or social media platform, where they can further interact with your brand online.”
In a study of direct mail effectiveness 55% visited the brand or service website, 27% purchased a product or signed-up for a service, 24% visited a retail location, 14% checked the social media (Statista).
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