In today’s digital age, it’s easy to assume that email marketing is the most effective way to reach potential customers. After all, it’s quick, cheap, and easy to track. However, recent studies have shown that direct mail actually outperforms email marketing in many key areas. That’s right – snail mail is making a comeback!
“The impact of direct mail is undeniable. 74% of marketers agree that direct mail delivers the best ROI, response rate, and conversion rates than all other channels used. 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.” Stated in LOB’s, 2023 The State of Direct Mail.
Whether you’re a small business owner or a marketing professional, it’s important to understand the benefits of direct mail and how it can help you reach your target audience more effectively. In this article, we’ll explore the surprising truth about direct mail and why it’s worth considering as part of your overall marketing strategy. From higher response rates to increased brand awareness, you’ll discover the many ways that direct mail can help you stand out in a crowded marketplace and connect with your customers on a deeper level.
The effectiveness of direct mail
Direct mail campaigns can be highly effective for several reasons. First, they are more likely to be noticed than email campaigns. With so many emails flooding inboxes, it’s easy for a marketing email to be lost or overlooked, think about how many emails you delete without reading past the first sentence or send straight to SPAM on a daily basis. Direct mail, on the other hand, is a physical piece of mail that people are more likely to notice and engage with if designed properly.
Second, direct mail campaigns are more personal. Email campaigns can be impersonal and easily ignored. Direct mail, on the other hand, can be tailored to the recipient and can include personalized messages and offers. This personal touch can make a big difference in terms of response rates and engagement.
Finally, direct mail campaigns can be more memorable than email campaigns. People are more likely to remember a physical piece of mail than an email that they quickly scrolled through. This can help to increase brand awareness and recognition, which can lead to more sales and customer loyalty.
The challenges of email marketing
While email marketing has its benefits, it also has its challenges. One of the biggest challenges is the sheer volume of emails that people receive on a daily basis. It’s easy for marketing emails to get lost in the shuffle or marked as spam.
Another challenge of email marketing is engagement. People are bombarded with so many emails that they may not have the time or energy to engage with every marketing email that comes their way. This can lead to low response rates and a lack of engagement with your brand.
Finally, email marketing can be impersonal. While some email campaigns can be personalized, it’s difficult to create a true sense of personalization and connection with email marketing. This can lead to a lack of trust and loyalty from potential customers.
Direct mail vs. email marketing statistics
Studies have shown that direct mail outperforms email marketing in several key areas. For example, the average response rate for direct mail is around 5%, while the average response rate for email marketing is only around 1%. Additionally, direct mail has been shown to be more effective in terms of customer acquisition and brand recognition.
Another surprising statistic is that millennials actually prefer direct mail over email marketing. According to a recent study, 90% of millennials said that they prefer direct mail for receiving brand communications, and 57% said that they have made a purchase as a result of a direct mail piece.
The personal touch of direct mail
One of the biggest benefits of direct mail is the personal touch that it can provide. Unlike email marketing, direct mail allows you to create a physical, tangible piece of mail that can be personalized to the recipient. This can include personalized messages, offers, and even the recipient’s name.
This personalization can make a big difference in terms of response rates and engagement. People are more likely to engage with a piece of mail that has been tailored to their interests and needs. This can lead to more sales and customer loyalty over time.
Direct mail as a complement to email marketing
While direct mail can be effective on its own, it can also be used as a complement to email marketing. By combining the two methods, you can create a more comprehensive marketing campaign that reaches potential customers through multiple channels. “Nearly three quarters of marketers use direct mail with email and about half with paid social and SMS/MMS.” stated by LOB in their 2023 report.
For example, you can use direct mail to introduce your brand and products to potential customers, and then use email marketing to follow up and provide more information. This can help to create a sense of continuity and consistency in your marketing efforts, which can lead to better engagement and response rates.
How to create an effective direct mail campaign
Creating an effective direct mail campaign requires careful planning and execution. Here are some tips to help you get started:
1. Define your target audience: Before you start your campaign, it’s important to define your target audience. Who are you trying to reach, and what are their needs and interests? This will help you create a more effective and personalized campaign.
2. Craft a compelling message: Your message should be clear, concise, and compelling. It should grab the recipient’s attention and make them want to learn more about your brand and products.
3. Use high-quality visuals: Visuals can help to make your message more memorable and engaging. Use high-quality images and graphics to create a professional and polished look.
4. Include a call to action: Your direct mail piece should include a clear and compelling call to action. This could be to visit your website, make a purchase, or sign up for a newsletter.
5. Measure your results: After your campaign is over, it’s important to measure your results. This will help you determine the effectiveness of your campaign and make changes as needed for future campaigns.
Measuring the success of your direct mail campaign
Measuring the success of your direct mail campaign is essential for determining its effectiveness and making changes for future campaigns. Here are some metrics to consider when measuring your campaign’s success:
1. Response rate: This is the percentage of people who responded to your direct mail piece. A high response rate indicates that your message was effective and engaging.
2. Conversion rate: This is the percentage of people who made a purchase or took another desired action as a result of your direct mail piece. A high conversion rate indicates that your message was effective in driving sales and engagement.
3. Brand awareness: This is the level of recognition and awareness of your brand among potential customers. Direct mail can help to increase brand awareness and recognition over time.
4. ROI: This is the return on investment for your direct mail campaign. It’s important to track your costs and revenue to determine the ROI for your campaign.
The cost of direct mail vs. email marketing
One of the biggest concerns with direct mail is the cost. Compared to email marketing, direct mail can be more expensive due to printing and postage costs. However, the increased response rates and engagement can make up for the additional cost over time.
It’s also important to consider the ROI when comparing the cost of direct mail vs. email marketing. While email marketing may be cheaper, it may not be as effective in terms of driving sales and engagement. Direct mail can provide a more personal and memorable experience that can lead to more sales and customer loyalty over time.
Conclusion
In conclusion, direct mail is a powerful and effective marketing tool that should not be overlooked. While email marketing has its benefits, direct mail outperforms it in many key areas, including response rates, customer acquisition, and brand recognition. By creating a personalized and engaging direct mail campaign, you can reach potential customers in a way that email marketing simply cannot. One item we didn’t touch on was how do you have your direct mail campaign printed and processed. Enter PrintGizmo, a Commerce-as-a-Service Print Solution, from the design to print and processing your campaign all can be procured using PrintGizmo’s cloud-based software. So in closing consider adding direct mail to your marketing strategy – you might be surprised at the results!
Do you want to know more about PrintGizmo for your organization or business? Contact us at sales@eLynxx.com to schedule your personalized demo and see how simple it is to start your direct mail campaign.
Mike isn’t just the Director of Marketing at eLynxx Solutions – he’s a customer-whisperer, a growth alchemist, and a trend-spotting oracle all rolled into one. His passion lies in igniting interest in eLynxx’s innovative solutions, fueling the company’s customer base, and using client feedback to steer the industry towards a brighter future.
