You may think direct mail is a dinosaur in the marketing world, but it has actually been making a comeback over the past few years. In 2020, many businesses decreased their direct mail efforts, which helped many other businesses who stayed the course increase their response rates. Just like any other type of marketing, it isn’t all or nothing – you’ll find direct mail to be most effective when it’s part of your marketing mix. In fact, 84% of marketers say direct mail improves multichannel campaign performance, as reported in The State of Multichannel Marketing 2020 by PFL. Now, let’s take a look at how direct mail can help improve your marketing efforts.

#1 Direct Mail Works in Conjunction With Social Media

Even with all of its popularity, social media remains just one piece of the puzzle. And if you’re trying to target older demographics, social media will not get the job done. Plus, 75% of C-level executives prefer direct mail over other forms of marketing. Direct mail not only helps you reach different age groups, but it helps you better target leaders with buying power.

#2 Direct Mail Is Trackable

Unlike other forms of marketing, direct mail is easily trackable. All you have to do is include a unique phone number or web address (maybe to a specifically designed landing page), then you’ll know your campaign is working when your phone rings or you view website stats.

#3 Direct Mail Breaks Through the Clutter

How many marketing emails did you receive today? Who were they from? The digital world is extremely oversaturated, but that opens up other marketing opportunities. Because mail isn’t the main form of communication, your company will stand out more by using it.

#4 Direct Mail Gets Undivided Attention

Every time you’re online, you’re being bombarded with digital ads. Websites will have banner/display ads along the side or the top, or even obnoxious video ads that pop up and you can’t even figure out how to close them to read content. This creates a frustrating and overwhelming experience for the user. In its simplicity, direct mail stands alone – without sound, video, gifs or rotating ads to serve as distractions. Even if the recipient doesn’t take action, they will likely at least look at what you sent them and scan it, improving your brand recognition long-term.

Remember: Never put all your eggs in one basket. To reach the greatest number of qualified prospects, you need a comprehensive and multifaceted marketing plan. Make sure direct mail is one portion of your efforts and it will help improve your results overall.

Why do you think direct mail is still a good way to market? Do you enjoy getting physical mail? Reach out to us – we’d love to hear about your experiences.

Sources:

“Direct Mail: The Comeback Kid.” Didit Editorial. March 17, 2021. Didit.