Getting Your Message Out There With Direct Mail
Direct mail marketing: it’s been around since long before you were born. But just because it has a long history doesn’t mean that it’s no longer relevant. In fact, with direct mail, nothing could be further from the truth.
After all, there’s a reason why direct mail accounts for more than 40% of local retail advertising. Savvy marketers know that direct mail marketing is still one of the most effective marketing strategies available, even in the information age, when everything’s gone digital and all you ever hear about is Facebook for marketing.
With that in mind, here are six compelling reasons why direct mail marketing is so important to your small business.
Direct Mail Gets Noticed
These days, it’s difficult to get your message out to the masses. Many people ignore online advertisements, and spam folders are routinely deleted without so much as a glance at the contents. But direct mail bypasses our antipathy for ubiquitous online ads, and puts the marketer’s message right in our hands.
Consumers Like Direct Mail
Did you know that adults age 24 and younger are among those most likely to respond to direct mail, or that more than 90% of young people prefer direct mail for making purchasing decisions? Also, one study found that 73% of your potential customers actually prefer direct mail to other advertising mediums.
Direct Mail Just Feels More Personal
So few of us send or receive letters through the post anymore. These days, our mailboxes seem to only ever be filled with bills. Direct mail can be personalized to speak directly to the customer, so it feels a lot more personal, engaging, and trustworthy.
Getting a postcard from the business down the street is infinitely preferable to being bombarded with flashing banner ads on your computer screen.
Direct Mail Adds Value
Small businesses are always eager to add value to their customers’ experiences, and direct mail marketing is an ideal opportunity to do just that. The most successful campaigns are those that offer great value to clients and prospects. Rebates, coupons, sales, and bonuses are all smart ways to get customers through the doors.
Direct Mail Is Cost-Effective
Did you know that the average response rate for direct mail is nearly 4.5 percent? Care to know the response rate for email marketing? 0.12 percent.
You could argue that direct mail costs more to send, and you’d certainly be correct on that point. But here’s the thing: the effectiveness of a marketing campaign can’t be measured by its overall cost. Cost per lead is the most accurate metric. The overall cost per lead for direct mail is actually lower than it is for pay-per-click marketing, print advertising, telemarketing, and email.
Direct Mail Is Measurable
Small-business owners typically have limited marketing budgets, so they’re keen on keeping track of their ROI. They can’t afford to waste money on marketing tactics that don’t work.
Direct mail marketing is easily measurable. All you have to do is keep track of how many mailers you sent, and compare that with the number of responses you receive. Determining your ROI is really that simple.
Make Sure You Choose the Right Printer for Direct Mail
Direct mail can be extremely effective, but it’s crucial to put your best foot forward. Eye-catching postcards with smart copy and great designs will certainly achieve better results than lackluster mailers. Obviously, it’s in your best interest to choose a printing company you can trust to get the job done right.
When choosing a printer, make sure you do your homework. Check online reviews, and ask to see samples of their work. And if you’re going to need help designing your mailer, you’ll want to hire a shop that has skillful designers on staff.
When you partner with a printer like East Side Printing Company in Portland, your direct mail marketing campaign will be eye-catching, professional, and above all, effective. Give us a call today to get a free quote, and start marketing your business as soon as tomorrow!
[Photos Via: DirectMail;OrtnerGraphics;DoorectMail; Sources: Compumail]