Direct mail is a marketing tactic that involves sending a physical letter, brochure, postcard, package, or any other mailing format to your prospects and customers. There was a time when marketers believed direct mail was going to go away. With changes in technology and a shift to a more digital world, it didn’t seem like physical mail would continue to have a place in marketing. While digital advertising and email are important tools for marketing campaigns, direct mail is far from dead. In fact, it is a preferred form of communication. The average ROI for direct mail tends to be lower than other forms of advertising, as it is more expensive to send mail. However, direct mail actually receives higher response rates, and those only increase when combined with other channels.
How Do Consumers Feel About Direct Mail?
Consumers are inundated with marketing messages all day long. By sending direct mail you can deliver your message using a method that is preferred and trusted among consumers. In a study conducted by Marketing Sherpa, they found that respondents actually trust print ads over any other form of advertising, with 82% responding they trusted print ads to help make a purchasing decision.1 Not only do consumers trust print ads, but they also prefer to receive direct mail. The millennial generation in particular enjoys direct mail, with 95% feeling positive when they receive personal mail. Additionally, 90% find it to be a reliable source of information.2
Over the years, marketers have started sending more targeted and relevant direct mail, which has led to a decrease in clutter and increase in engagement. According to the DMA, the response rate for a house file is up to 5.3% and for a prospect list it is 2.9%.3 When print is combined with other media, we see those response rates increase. In fact, marketing campaigns that used direct mail and one or more digital media experienced 118% lift in response rate compared to using direct mail only. Digital and direct mail also lead to more conversions, which can yield up to 28% higher conversion rates.4
Get the Most from Your Direct Mail Campaign
Often people have a misconception that direct mail doesn’t work with inbound and that it’s difficult to mix digital efforts with physical mail. This can often be a deterrent when businesses are considering direct mail. However, when direct mail is planned out correctly, it can be simple to integrate with an existing digital strategy and drive responses.
Here at GMS, we have several ways for companies to get more from their mailings. We can add PURLs to personalize the consumers experience and identify exactly who engaged with your mail. We also offer an easier way for people to respond to your direct mail. With our product GMSMS, mail recipients can respond to your offer via text message. People no longer have to enter in a URL and fill out a form to receive more information. Once they’ve texted their unique code, an automated message will be sent to them for an additional touchpoint or follow-up. These tools allow your customers and prospects to receive targeted messaging and provide a way for them to respond.
We can also help increase your total touchpoints and easily integrate digital components by utilizing Informed Delivery. This free service provided by the USPS allows us to send a digital image and clickable URL along with your next mail piece. Consumers who have registered for Informed Delivery will receive a notification in their email or dashboard where they can access the digital pieces. This is an easy way for businesses to add a digital aspect to their mailing without a lot of additional effort.
Example Interactive Campaign – Informed Delivery
There are many ways that you can optimize your direct mail. Whether it is the message, the offer, the audience, the design, or even the tools that will accompany it, we can help you at any stage in the process.