have access to so many different marketing channels today it’s
hard to know what works and what doesn’t.
the tested and true channels – like direct mail – that deliver the best
are 10 benefits of direct mail marketing that will absolutely convince you
to try this proven marketing channel.
1. Mail is a Physical Thing
we live in a digital world now with the lure of social media, video and ads, at
the end we favor tangible forms.
We value having something in our hands. The reason people still prefer
to read on paper, is that we remember better what we read in a real book than on an
still value in real objects.
direct mail is no exception.
we all might love the ease of email, the benefits of direct mail
piece being efficient in the hands of your clients shouldn’t be
2. Everyone Loves to
think about it, you will remember, how excited were you when you last
opened an email compared to when you received an envelope with letter inside or
nice postcard from someone?
it’s because mail is becoming a lot less common or because
we like the feel of personal attention when we open the
mail with our name on it, there’s no denying getting mail is exciting.
though direct mail marketing is unlikely to evoke the same excitement as
getting a letter from a friend, it’s much more efficient in increasing customer
engagement than, for instance, email.
research shows that, 54 percent of customers love getting mail
from the brands they like!
3. It’s Cost
might surprise you, but direct mail marketing is the most cost efficient
as an effective means to drive customer action. Where ATL ads might be great
for increasing brand value, it’s the direct mail that will drive customers
when you’re looking for channels that are going
to contribute directly to your bottom line, it’s hard to look
past the benefits of direct mail marketing.
4. Direct Mail + Data
= Highly Personalized Data Driven Marketing … and
of the amazing benefits of direct mail is that combined with a smart data usage
you’re given the chance to exploit prospects you might otherwise not get to
savvy business owners are abandoning the “send mail to everyone” strategy.
you have a good grasp of your customer demographics, direct mail can deliver
excellent results and saves you money.
mapping your campaigns geographically and deploying them accordingly, you can
personalize and customize to an incredibly specific degree.
This enables you to tailor your creative to specific environment
conditions (e.g. weather, city vs rural), tweak offers to incomes, or even go
to the household level and base your direct marketing campaign on previous
purchasing history or position in the buying cycle.
Whatever works for your business, direct mail marketing lets you
leverage data for targeted, specific campaigns. Read our previous post to learn everything you need to know about “The Perfect Mailing List.”
5. Mail Is a Key Part
of the Multichannel Experience
shift to cross-channel marketing has created united advertising campaigns that
key part of that puzzle?
Studies have shown that:
· Brand recall is 40% higher if you follow an email with a direct
mail follow up
· Response rate is 26% higher if you follow a digital display ad
with a direct mail follow up
message is clear: If you’re not using direct mail marketing in your
cross-channel strategy, you’re missing out on possible business opportunities!
6. Direct Mail Can
Build Brand Trust
of the relatively low initial cost of digital advertising,
the web is saturated with ads.
result? Consumers end up getting confused because they don’t know which ads to
no longer trust many of the ads they see online, and if they do,
they proceed with caution. Consequently, only reputable
brands have a chance of earning big rewards from digital marketing.
good bit is, with time, direct mail marketing can help you build brand trust.
Use consistent brand colors and designs in each marketing material and
include graphic elements that your customers can find online.
7. Direct Mail Is
Easier to Process
At a cognitive
level, one of the major benefits of direct mail is that it’s a
LOT easier to assimilate.
fact, a study found that direct mail requires
21 percent less cognitive focus to take in than digital ads.
result, with direct mail:
· Your brand and your call to action are 21 percent more
· You improve your ad impact by 21 percent
· You can send messages that are 21 percent more complex, and your
customers will still get it! This gives you greater messaging flexibility.
8. Simple Execution
Direct mail doesn't require a lot of technical know-how or a
big investment in digital infrastructure. And unlike digital formats, you don't
need to spend thousands just to have a chance of reaching your customers.
With a freelance designer and a copywriter, you can get a
campaign up and running in no time:
No need to wait for optimization
Direct Mail nowadays is as easy to track as
any other digital channel
Direct Mail gives you an opportunity to grab
your potential customer full attention with a physical mail piece vs the
digital ads where you compete for a screen space and at the best you are limited
to about 8% of the available display area.
The rapid deployment also means that you can turn around
campaigns considerably faster than in alternative channels, thereby
maximizing a potential sales window.
9. Creative Leeway
We hear every day about how digital channels have really opened up
previously unexplored creative avenues like video, animation, and CTA (call to
But in fact, there are plenty of ways direct mail marketing can
bring out the creative genius in you.
For example, some companies make a big impact by
sending actual products through the mail. Others make
statement with an amazing 3D mailers. If your brand is more sophisticated
and soft type, you can keep it simple with some brilliant copy.
10. It’s Personal
mail is personal.
the first mail systems, letters and direct mail have always been a personal
thing. Direct mail marketing is no exception.
what other advertising gets pinned to the fridge next to the kid’s
The Bottom Line on the
Benefits of Direct Mail
sum up, there are a LOT of ways
to benefit from direct mail marketing: higher return on
investment (ROI), increased brand value and more.
despite the enormous proliferation of different marketing channels, including
digital banners, emails, PPC, advertorial content, and inbound marketing, the
benefits of direct mail stay undeniable.
to try your hand at direct mail marketing? Get in
touch to see how we can help you.