Mark Twain could have been talking about direct mail when he said, “The reports of my death are greatly exaggerated.” Yes, the internet is an incredible marketplace. And it’s true, a business can’t afford to ignore digital marketing…however…
Digital marketing is not the only form of effective marketing. Direct mail still works and can return a more than respectable ROI. Here’s how.
Direct Mail Has Far Less Competition
People have become very adept at blocking out digital ads, even if they haven’t actually installed an ad blocker. You do it yourself. It’s actually a self-defense mechanism since the average consumer is exposed to hundreds or more ads every day.
People actually pay attention to about 2 percent of the ads on their screens. Getting good results from a digital ad requires far more expertise than it once did.
By contrast, the average household only receives two pieces of mail each day per person. Instead of fighting with countless ads for a few milliseconds of someone’s time, your ad has an opportunity to be held, looked at, and considered, even—and we’re just being honest here—if it’s while it’s on the way to the recycling bin.
At the very least, your brand is becoming familiar to the consumer. Don’t discount the power of brand awareness when it comes time to make a purchasing decision. A coupon for “Free” or a discount can be put on the fridge as a reminder, something that can’t happen with a digital ad. At best, your offer will convince someone to buy your product or service in the very near future.
Response Rates for Direct Mail are Rising
Direct mail is doing better than ever, especially if you’re sending mail to names on your house list, one of your business’s most valuable assets. While total mail volume has been declining, response rates for direct mail have been rising.
- House list: 5.1 percent response rate – up almost 55 percent since 2006
- Prospect list: 2.9 percent response rate – up almost 71 percent since 2006
- Direct mail has a 4.4 percent response rate, vs. 0.12 percent for email
- After someone clicks on a display ad, only 6 percent convert
People Have a Connection With Direct Mail
Three out of five people reported that a direct mail ad was easier to recall than a digital ad. Slightly over half said postcard marketing creates a positive impression and a sense of a more authentic relationship.
There are four primary reasons for the emotional connection people have with something they can hold and feel.
Direct mail is personal. If you personalize a direct mail ad with the person’s name, your response rate is increased 135 percent.
Direct mail is engaging. Print ads engage the 20 percent of our brains that control motivational responses, according to a 2017 study by the USPS.
Direct mail is trustworthy. Digital ads have saturated the marketplace. Hackers and other security risks are a constant concern. With direct mail, it’s usually pretty clear who is behind the mailing.
Direct mail is memorable. A business name seen in print is 70 percent more likely to be remembered than a business name seen online.
For Maximum Benefit, Combine Direct Mail and Digital Marketing
Direct mail partners perfectly with digital marketing.
- Conversion rates jump 28 percent with a dual strategy. Send a direct mail piece after an email (or vice versa) to keep your brand in front of the prospect.
- Response rates were 118 percent higher when both direct mail and digital ads were employed.
- Response rates for other marketing channels jumped by a huge 450 percent when the campaign included direct mail.
Get the most from your marketing budget. At BXP Creative, we’re experts in both direct mail and digital marketing who know how to think outside the box—and inside the mailbox. Let’s talk about your next project.