Online marketing channels such as email and social media have become so popular many of them now feel saturated. Might it be time for your business to reconsider the mail? Think postcards, letters, flyers, and even packages.
Here are five reasons to give the mail a chance:
1. It’s trackable — really!
Direct-response marketers have traditionally found much success mailing advertisements that implore readers to “act now!”
Whether you include a custom discount code, a coupon, or a special URL, you’ll be able to track many of the actions made as a result of your direct mail piece.
2. It’s perceived as more personal
Despite all the personalization capabilities of email, a physical object that arrives in the mailbox can come across as more thoughtful and intentional.
Printed mail is also perceived as more trustworthy and, as such, is preferred for unsolicited mail from unfamiliar organizations.
And there’s evidence that direct mail open rates are as high as 90% (compare that to your email campaign!) as businesses shift more of their advertising online.
3. People respond
Direct mail marketing has a better response rate than email marketing. The Data & Marketing Association reported that the average response rate for direct mail sent to a “house list” was 5.1% and 2.9% when sent to a (colder) prospect list.
4. It can be inexpensive
With postcard printing and mailing starting at around 25 cents each, paired with response rates that greatly outperform email, mail can be surprisingly affordable.
What’s more, many vendors will handle both the printing and mailing for you. All you need to do is upload your creative and mailing list. They’ll take it from there!
5. It works in tandem with other marketing channels
Mail can become a key part of your multi-channel marketing campaigns, wherein you reach a specific target list of prospects via multiple, different channels over a short period of time.
