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Direct mail marketing5/7/2023 ![]() This greater personalization and relevance for each batch of mailings enables marketers to define and target their ideal persona more accurately than ever.Ĭustomer data is valuable, but it’s nothing without personalization. You can buy lists of consumer data that extend far beyond names and addresses to include details about professions, purchase preferences, ages, and much more. The familiarity of direct mail creates a sense of security and trustworthiness that resonates with many consumers, especially seniors and those unfamiliar with technology.ĭirect mail is the best way to take advantage of all the consumer information available today. ![]() Who hasn’t been offered a free iPad online? A seedy digital ad? That’s a different story. You can’t infect someone’s computer or home with a direct mail letter. Mail has been around for a long time and is impervious to many of the drawbacks of digital advertising. These are private areas that can’t be accessed by any other means and are invaluable placements. For example, physical mail can be put in a pocket or hung on the fridge as a reminder. This speaks to the appeal of tangible marketing messages as opposed to those delivered online. According to a study by global marketing company Epsilon, 59% of respondents agreed with the statement “I enjoy getting postal mail from brands about new products.” Many people want to receive mailed marketing messages. This means the vast majority of recipients will see your direct marketing message, which is more than other mediums. Postal Service (USPS), 53% of Americans read their mail, while another 21% at least scan it. Do you immediately throw it all into the trash or scan it to see what you received? If you scan or read through each piece, you’re not alone. Imagine walking out to your mailbox and bringing a stack of mail inside. ![]() The average click-through rate-the percentage of email recipients who clicked an attached link-is less than 2%. Customization at scale has improved dramatically in recent years and has been shown to increase response rates by a factor of 10 or more.Įmail can’t even come close to a 5% response. Many factors contribute to these spikes, including personalization. A study by the marketing and advertising trade association Data & Marketing Association (DMA) reported these rates at 9% for house lists-those previously engaged with a brand-and about 5% for prospects. Here are 12 benefits of direct mail marketing: Direct Mail Offers Great Response Ratesĭirect mail has always been a leader in response rates when compared to other marketing methods and has continued to improve in recent years. Are you considering a direct mail campaign for your business and wondering if it’s worth the investment? Even with the wide range of digital advertising platforms, the benefits of direct mail marketing make it an appealing and extremely viable option.ĭirect mail boasts better response rates, greater visibility, and more creative opportunities than online efforts, so it should be a key component of any marketing campaign. ![]()
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