While many may think direct mail is outdated in our digital world, the truth is that direct mail still plays an important role for businesses. With the right strategy and execution, direct mail can be a highly effective marketing channel.
Direct mail is tangible
One advantage of direct mail is that it is a physical, tangible piece that recipients can hold in their hands. In our increasingly digital lives, direct mail provides a personal touch that stands out from emails and social media.
The tactile nature of direct mail makes it memorable and impactful. Recipients are more likely to engage with and remember direct mail compared to digital communications.
Direct Mail is targeted
With direct mail, you have control over who receives your message. You can target specific lists based on demographics, interests, purchase history and more to ensure your mail is going to qualified prospects.
This targeted approach allows for a high relevance that helps increase response rates. You wouldn’t send a direct mail piece about golf clubs to households without any golfers, but with digital ads it’s harder to filter out non-relevant audiences.
The power of personalization
Direct mail lends itself well to personalization at scale. You can include the recipient’s name, address, relevant interests and past purchases to make each piece highly personalized.
Studies show personalized direct mail outperforms non-personalized mail by response rates of 2-3 times or more.^1 Personalization helps recipients feel seen and known by the brand, increasing the likelihood of engagement.
Offers measurable results
While the response rates for direct mail are lower than other channels like email, the ROI can be higher when done correctly. Direct mail allows you to track specific codes, addresses, phone numbers or URLs to measure results directly from a single campaign.
You’ll know exactly how many prospects responded from the direct mail piece versus a digital campaign where attributing results can be challenging. With testing and optimization, direct mail performance can be improved over time based on real data.
Synergizes with digital and other channels
Many view direct mail as an isolated channel but it performs best when combined with other tactics.
A direct mail piece can drive traffic to a landing page, include a QR code or unique URL, prompt email signups or encourage store visits.
Recipients may need multiple touchpoints from different channels before engaging, so direct mail provides an important offline introduction that can boost the results of your digital and in-store efforts.
FAQ
Q: How often should we send direct mail?
A: There is no definitive answer as it depends on your goals and budget. In general, most experts recommend sending no more frequently than once per quarter so your mail doesn’t get lost in the pile. You can start with 2-4 times per year and track results to determine the optimal cadence.
Q: How do I write a direct mail piece that gets opened?
A: To increase open rates, you’ll want a compelling headline or subject line that generates curiosity. Include relevant personalization, offers or time-sensitive calls to action. Keep the design clean and uncluttered. Tell a story versus just listing features. And don’t forget to include a reply mechanism like a mail-back reply card or online coupon code.
Q: What is the best size for a direct mail postcard?
A: The most common postcard sizes are 4×6 or 5×7 inches. 4×6 tends to have a slightly higher open and response rate since it’s smaller and easier for recipients to handle. However, the 5×7 size allows for more design elements and information. Test different sizes to see which performs best for your specific offer and audience.
Q: How much does direct mail cost?
A: Direct mail costs vary significantly based on many factors like postage rates, printing costs, paper/design quality, list rental fees, and size of the mailing. On average, expect to spend $2-5 per piece for basic postcards or letters when sending to thousands of addresses. Premium, personalized pieces may range $5-10 each. The cost per lead or sale is a better metric than overall costs.
Q: What is the average response rate for direct mail?
A: The average direct mail response rate is around 1-3%, though it can vary widely depending on your offer, target market and execution. Personalized, well-designed direct mail from a reputable brand to a highly targeted list will typically see a response rate above 2%. Generic or mass-market mail tends to be below 1%. Testing is key to improving your direct mail campaign’s unique response rate over time.
Conclusion
In summary, direct mail remains a powerful marketing channel when done strategically. Its tangible nature, ability to be highly targeted and personalized, and measurable results make it a smart addition to an omnichannel strategy.
With testing and optimization, direct mail performance can be enhanced to drive real ROI for businesses in today’s digital world.
