Like all good relationships, when you are so close to something sometimes it’s easy to forget just how good it is. And the same principle applies to direct mail. So why should you take another look at Direct Mail?
It’s one of the major forms of marketing that has stood the test of time, and these days as our technology improves, it’s even better than before. No longer just a stamp and mailer, direct mail is a sophisticated form of marketing and should be considered a major player.
Here are five reasons why direct mail is so great.
ONE: It’s physical
This one is a no-brainer, but the tangible nature of direct mail is its greatest feature. While e-mail gets to people at a low cost, there’s a chance it’ll never reach their inbox let alone receive their attention. With direct mail they’re guaranteed to receive your mailer direct to their hands. It doesn’t get much more physical than that.
TWO: It’s measurable
Direct mail is superior to other forms of marketing as you can quantify almost everything about it. Reviewing results and calculating your ROI is easy, and helps you make key decisions for your next campaign. It also makes forecasting easier and getting your marketing budget approved a cinch.
THREE: It’s testable
Not only can you measure you results, but you can measure your approach. Have one offer, but two different ways of saying it? Well, it’s easy to find out which works best. Split testing is the way to make sure you’re doing direct mail right before you commit to a full campaign. Split in half, split a portion; you’ll know soon enough which way is the best way.
FOUR: It’s responsive
How can that be? These days with technology in its current state, you can plan and execute a campaign quickly, but according to interaction with your customers and prospects. Printing is far more sophisticated than ever and it’s fast. If your customer replies to an offer now, you can have their coupon with them within two business days. There are endless possibilities to responsive marketing.
FIVE: It’s effective
3.4% of direct mail recipients respond, which equates to real sales. Greater revenue, greater marketing spend and even more opportunities.