Benefits and Advantages of Direct Mail Advertising
In the age of modern technology, some may have thought that direct mail advertising to be a fading trend. Who gets “snail mail” anymore? You may be surprised to know it’s a popular marketing tactic and a top leader in response rates.
Direct mail is more like a person-to-person conversation between your brand and the consumer, which results in effective response rates.
While direct mail advertising pairs nicely with digital ads, there’s a time specifically for using direct mail such as:
- Generating leads
- Fostering a positive brand image
- Cross-selling
- Creating and keeping brand loyalty
- Increasing repeat orders
- Reaching out to inactive customers
Here are some benefits and advantages of direct mail advertising.
Direct Mail Gets Great Response Rates
Direct mail advertising is a leader in response rates. One of the reasons for its engagement could be the ability to personalize the postcard, letter, flyer, etc. In fact, increased customization capabilities over the years have increased response rates by 10% or more.
Direct mail advertising is a strong winner there.
That Mailbox Moment
When you grab your mail from the mailbox, do you just toss it all in the trash without looking at it? Of course not. If you read all your mail, then rest in the knowledge that 53% of people also read their mail, according to the U.S. Postal Service (USPS), and approximately 21% at least scan it. That’s great news! That means that a majority of recipients that you’re advertising to will see your direct mail advert over any other medium.
The great thing about direct mail is that it can be personalized and it’s tangible. Direct Mail is remembered because it engages the senses; you can touch it and feel it. That creates a moment.
Direct Mail Builds Trust
Mail has been around for a very long time (Pony Express, anyone?). That familiarity with the mail builds trust between companies and their targeted audience, especially when businesses send a sincere message through direct mail to their consumers.
Direct mail advertising is also for those who have difficulties navigating technology, like seniors. It’s Highly Targeted
Targeting a specific demographic regarding your company’s products or services is easier than it’s ever been in this ever-evolving world of tech. Consumer data lists go beyond the basics of names and addresses and include professions, purchase preferences, age, purchase history, etc.
The more information obtained, the more personalized your direct mail can be. Consumers appreciate personalization because you’re talking directly to them as if you know them. That creates a bond between your company and the consumer.
The Perks Of Personalization
Customization options have grown so that everyone you send direct mail advertising to can have a unique piece of mail. It’s not like the days of ole anymore when an operator manually worked a press to create the copy. That took a lot of time and money. Now, it’s a digital process that is more streamlined and cost-effective, with a quick turnaround time that gets your adverts shipped and response rates rising.
Ability To Provide Details
On a piece of direct mail, you have the front and back to put information on for your customer and potential customer. Sending a detailed letter, an invite to an event, a flyer, or even a postcard can provide you the room to let the consumer get to know you and what you’re offering them.
For example, you can include your company’s history or offer a special deal to new customers. You can give more information through a direct mail offer than you could on any social platform. The only downside is direct mail is not instantaneous.
It’s Cost-Effective
Direct mail has an average return of interest (ROI) of about 29%. Direct mail campaigns are successful for all list sizes, even if you have a small list of customers and potential customers.
Direct Mail Can Be Paired With Digital Ads
Mirroring and combining a campaign with Direct Mail and digital formats can boost recognition and response by 2- 3 times.
The great thing about tech today is that you can send an exclusive offer through direct mail and add a QR code for a customer to scan and go directly to your company’s website.
You can also keep track of how well the offer did by counting the number of submissions that particular deal received.
Direct Mail Is Simple
It’s understandable that talk of mail personalization, targeting, and direct mail advertising can sound complicated and intimidating, but rest assured, it’s not. With the help of Bedrock Markets, you can start a basic campaign with a simple design that’s easy to execute. Or you can rely on us to do the heavy lifting and get your response rates rising.
If you’re considering starting a direct mail campaign, contact Bedrock Markets today for a free consultation, and let us help you get your campaign off the ground and running with high response rates.