We are often asked “does direct mail marketing still work? The short answer is, yes, direct mailers are still an effective way to market your business. Direct mail marketing leads can generate 600% more revenue than digital leads.
Direct mailers cut through the noise
The constant noise across every digital platform poses a challenge for businesses aiming to connect with their intended audience. As organic reach traffic decreases in 2024, more businesses turn to paid social media advertising to reach their target audience, causing the average person to see around 10,000 ads per day. In comparison, the average American household receives only two pieces of direct mail each day. Less competition gives you more chances to stand out and engage with your audience.
Direct mail marketing is effective for small businesses
Direct mail marketing is a marketing strategy that small businesses should adopt. It’s a cost-effective, less competitive marketing strategy that can yield a higher return on investment than some digital marketing strategies.
The most effective use for direct mailers is to combine them with a multichannel approach. This allows you to increase the chances of being seen and having your target audience engage with your content. As a small business, you should start your direct mail marketing efforts with a house list before purchasing any lists as the people already have a connection with your brand.
You’ll want to think about how you want to deliver your message to your audience:
- Postcards: Standard postcards are a common type of direct mail piece. They’re used for quick announcements or event promotions. Postcards are a cost-effective way to announce grand openings, real estate, or a new product or service.
- Letters: Letter mailers usually include a letter and a response form with an envelope. These mailers are typically used for fundraisers and surveys.
- Brochures and catalogs: Catalogs are a great way for companies to showcase their entire or partial product lines. A catalog may include special offers and sales announcements. Brochures and booklets also fall into this category.
Direct mailers are highly targeted
One of the most distinct advantages of direct mail marketing is that it is highly targeted using a segmented messaging approach. Direct mail enables you to define your ideal target market with more accuracy than most other media.
Direct mail can be tailored to varying professions, different purchasing authorities, a wide array of demographics, and other filters you may apply when delivering your marketing message. Direct mail is more relevant today and consumers appreciate marketers who deliver useful and more meaningful offers right to their door.
Direct mail is highly personalized and interactive
One of the reasons why direct mail is still as effective as it is today is because it’s interactive. Humans have an easier time remembering something they can touch and interact with. When someone receives your direct mailer, they must open it, feel the paper, and read through your message. This requires more interaction than a digital marketing campaign where the only interaction they can do is like, comment, share your message, and click a link.
To help your message be even more memorable, ensure it is personalized for each recipient. Not only will this help build a connection between your brand and your audience, but it will help differentiate your brand from your competitors.
How do you track a direct mailer?
Most marketers prefer digital marketing because you can track its success in real-time and make changes quickly to ensure its effectiveness. Tracking direct mail may take a little longer, but it can be done with ease.
To track your direct mail marketing strategy, make sure you have at least one of the following call-to-action items:
- Promotional code. Provide a distinct promotional code for every campaign to conveniently monitor your responses.
- Contact number. Gauge your response rate effortlessly by assigning a dedicated phone number for each campaign. Then, keep track of the number of calls received on that particular number.
- QR code. Showcase an exclusive QR code on your direct mail item. Once recipients scan it using their smartphones, they will be directed to a dedicated landing page specifically designed for that campaign.
Direct mail marketing best practices
- Keep your direct mail piece focused and clear of clutter.
- Use clear, easy-to-read fonts.
- Make your CTA the focal point of the mailer.
- Know your audience and tailor your message to them.
- Run tests before sending out your entire campaign.
- Proofread your marketing material multiple times.
- Send follow-up messages.
- Drive traffic to your website by including a link or scannable QR code.
Vanguard ID Systems is a leading manufacturer specializing in custom-made card solutions and RFID technology. Our range of custom card solutions includes gift cards, loyalty cards, and direct mailers, all of which can effectively enhance the exposure of your brand and attract a wider customer base. Our RFID technology solutions are designed specifically for your business needs, enabling you to enhance efficiency and profitability throughout your organization. Our personalized RFID solutions include labels for inventory management and asset tracking, and bands and cards for access control to name a few key areas. Contact one of our Vanguard ID Systems Technical Representatives today at 1-800-323-7432 or email us at info@vanguardid.com
