Posted on: Sep 28, 2023
In today's digital age, it's easy to overlook one of the oldest marketing techniques, direct mail. When assessing rates of return, it’s hard to ignore the results of investing in direct mail. Digital marketing campaigns average a 0.1% rate of return, while direct mail gets an average 5.3% rate of return. That means more customers engaged with your marketing and took an interest in your organization. With digital marketing, it’s easy to get lost in all the noise, but a piece of direct mail can create a greater impact on your customers.
Having something to hold in your hand makes a much stronger impression than a fleeting image that’s easy to scroll past on a screen. A well-designed postcard, a heartfelt letter calling for donations, or a compelling leaflet with a clear call to action in a prospect’s hands lingers longer. And at the point we’ve reached with information overload in digital spaces, there’s actually less competition for a customer’s attention in their mailbox compared to their inbox or social feed. In fact, the average household receives 2 pieces of direct mail daily, as opposed to 157 emails.
Earning credibility in digital marketing can be time-consuming and expensive. Especially in today’s climate, where app users are encouraged to purchase verification to gain clout, it’s hard to know who’s real and who’s fake online. According to research, 76% of consumers trust direct mail over digital channels when they want to make a purchase decision. Direct mail comes with a level of trust and credibility that resonates with consumers. That may be why in a 2022 study from the Association of National Advertisers, survey respondents indicated that direct mail had the highest ROI compared to other marketing strategies like text and email, with a 112% return on investment for direct mail.
The best part is direct mail and digital marketing is not either-or. Your business’s communication strategy can use the two together to connect more powerfully with clients and customers. Direct mail can integrate seamlessly with digital campaigns, letting the two support each other. With the use of QR codes, promo codes and coupons that can be redeemed online, you have ample opportunities to connect customers back into a digital space through the door of direct mail.
Even in a digital age, not everyone spends time online. And even when they do use the internet to some degree, your target audience might not be all in the same place. By using direct mail in your strategy, you can focus your digital efforts where it counts most for your business while still reaching diverse audiences through direct mail. And with segmented data and allowing you to create specific customer profiles, you can be as targeted with a direct mail campaign as with digital ads.
Direct mail is about more than just acquiring new customers. Physical catalogs have the nostalgia factor, calling back childhood memories for many people. That special feeling of receiving something in the mail, flipping through a catalog from a favorite store: still evokes a strong feeling for many. Direct mail can also encourage that kind of brand loyalty that builds a long-lasting relationship with customers. A high-value offer presented in a physical piece of mail can help reinforce the trust your existing customers have in you, creating enduring relationships and word-of-mouth marketing that builds your core customer base.
Direct mail continues to play a crucial role in any marketing strategy, alongside digital efforts. Its tangibility, trust-building potential, and integration with digital marketing make it a valuable tool for reaching and engaging with your target audience. Visit our services page to see how Executive Services can help you bring your A-game to Direct Mail.