Although email is very popular, traditional mail is still a powerful way to reach your existing customers and attract new ones. 98% of consumers are still checking their traditional mail the day it is delivered, and 77% of those people check their mail immediately. Implementing a direct mail campaign can be a great way to gain visibility, reach new markets, introduce products or special offers, as well as reach out to current or past customers.
Generating sales leads and advertising are two important aspects of any business, and direct mail can be used to do both of these. The goals of your business will help determine what types of materials to mail out. Some popular mailings include promotional fliers, gift offers, or discount vouchers to current customers to drive sales traffic. Another way to get attention of new customers is to mail catalogs or materials that highlight new offers to a specific geographical region you are interested in reaching.
Studies show time and time again that direct mail is one of the most effective ways to generate sales. Pitney Bowes states that the average ROI (return on investment) for direct mailing efforts is $10 per $1 invested. According to this statistic, direct mail produces more sales volume per dollar invested than other traditional advertising methods, including internet ads, television, commercial, and radio advertisements.
Direct mail campaigns are also a great way to gain more visibility and exposure to your customers for your brand or products. The Direct Marketing Association reported that nearly one-third of consumers who receive a direct mail offer such as a discount, personalized invitation, or gift certificate will go online to respond. If you ad a personalized URL, offer code or other online marketing promotion, the rate jumps up to 20-30%. Special offers aren’t the only way to get responses through direct mail. Incorporating catalogs, product brochures and information mailers can all be used with a company website to generate excellent response rates. A study done by comScore in 2007 reported that 67% of direct mail catalog recipients visited company websites.
It is actually very cost effective to execute a direct mail campaign that will give you great results, especially when it is used to supplement a larger interactive marketing campaign. A mailing services company or a company that specializes in direct mail campaigns can provide address lists, printing services, and even copywriting services to make sure your mailer catches the attention of the recipients. Before you start, it’s a good idea to know the basics of how to generate or purchase a quality mailing list, which is usually based on your market research. You will also need to know what to mail and how to save on postage, because these elements can have a big impact on the success of your campaign.