The impact of direct mail marketing is undeniable. Direct mail delivers the best response and conversion rates, and ROI of any channel used! In fact, a 2023 State of Direct Mail study by Lob and Comperemedia found that 74% of marketers agree that direct mail delivers the best ROI, response rate, and conversion rates than all other channels used. Direct mail marketing links to our desire to purchase.
They also agree direct mail is a more effective channel for their company than email. Given the ROI impact, 58% of marketers have more marketing budget allocated to direct mail compared to 2022. Part of the power of print is the emotional connection people have to the physical world. Direct mail marketing elicits a more substantial emotional response and is also remembered more clearly.
Many marketers lack confidence in direct mail tracking and attributing results potentially due to a lack of software and technology being used to execute campaigns. We can help with this! All direct mail should be tracked and tested so that you know what is working best. You want to maximize your ROI!
Direct Mail Marketing Increasing:
Despite recession rumblings and tech layoffs, brands are investing more in direct mail marketing to stay top of mind with consumers. Intelligent direct mail can be triggered based on customer actions or behaviors and integrated with other marketing touchpoints to generate maximum impact from the channel.
Nearly three quarters of marketers use direct mail with email and about half with paid social and SMS/MMS. Using an omni-channel approach really does work! Retention campaigns are the most popular with the highest response rates. Acquisition campaign response rates increased to more than 10%.
Potential Direct Mail Pitfalls:
- Bad data – From bad addresses to faulty CRM data, direct mail only works when your data is accurate. Make sure to verify your mailing addresses as well as update and maintain your CRM.
- Unclear call to action – An unclear or missing call to action makes your direct mail trash. You must have a clear and effective call to action.
- Wordy – Clear and concise messaging is essential. A simple type face in a 12pt font is easy for all to read. Provide links to extensive copy if needed but keep the wording on your direct mail to a minimum.
Good design, copy, and calls-to-action that are sent to the right targets make direct mail marketing very effective. Prospecting lists will help you increase your customer base. Not sure how to find them? We can help! You also need to integrate with other marketing channels. The more touches you have the better your ROI.
62% of consumers who responded to direct mail in the past three months made a purchase. 39% of consumers try a business for the first time because of direct mail. Are they currently buying from you? Increasing personalization so that the right offer is targeted to the right person and makes them feel special also increases your ROI. We can help call us (619) 297-2281 or email email@example.com.