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Six Reasons to Include Direct
Mail in Your Marketing Strategy
With the popularity of social media marketing
and email marketing, some companies may
have forgotten the benefits of direct mail marketing. Direct mail physically places your
offer or promotion in the hands of your current
or potential customer. Because direct mail has
been around so long, extensive data proves
its return on investment.
Consider these benefits of
direct mail marketing:
• Targets the right customer
Direct mail allows you to specifically target the right audience for your product or service. Your advertising piece can be directed based on certain demographics, such as where your customer lives, the products and services they currently purchase, or a certain range of income. You can target existing customers or new prospects.
An email can seem suspicious and is often treated as spam. Direct mail can be customized with the homeowner’s name making your mailing look less like junk mail.
• Increased likelihood of being opened
Even in today’s digital world, many of us still like going to the mailbox! There’s an element of anticipation. Physical mail is more likely to be opened than an email. A study conducted by Ritter’s Communication found that 50% of people pay more attention to direct mail than to any other form of advertising. This means that your company name, logo, and message physically entered that household bringing attention to your brand.
• Cost effective
Colorful postcards or brochures are very affordable to design and print. Companies can determine the quantity to print, take advantage of bulk mail rates, and stagger mailings to control postage costs.
• Measurable results
The success of a direct mail campaign can easily be tracked through the number of inquiries received or the coupons redeemed. In 2012, a study conducted by Direct Marketing Association (DMA) showed that the response rate for an existing customer for direct mail averaged 3.4% compared to only .12% for email.
• Return on investment
While return on investment varies based on type of product or service and the audience targeted, DMA calculated a 15-17% return on investment for direct mail in 2015, a rate comparable to social media marketing.
As many companies shift to more internet-based marketing approaches, don’t overlook the obvious benefits of direct mail marketing. An effective, comprehensive marketing plan should always include the time-tested benefits of direct mail marketing.
Write Now Marketing is committed to providing outstanding value to clients by building strong, reliable relationships. It’s our goal to manage projects so that our clients may stay focused on their strategy and purpose while we manage the details and execution of their advertising needs.
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