In today’s digital age, small businesses may wonder if direct mail should be a part of their business plan. Direct mail not only stands up on its own as a communication platform, it also can be used to supplement digital initiatives as well by driving people to your website. We’ve recapped just a few of the benefits of direct mail below:
There’s no spam filter on a mail box and as the US Post Office’s creed says, “Neither snow nor rain nor heat” prevents the mail from being delivered. Reaching nearly 155 million businesses and residential addresses nationwide (as of 2015), mail makes its way to the technologically challenged, older adults, and others that may not receive email as well as the mainstream consumer.
While many consumers don’t bother to open advertising emails, studies have shown that 98% of consumers bring in their mail daily and 77% sort through it immediately. Physical mail can be saved for additional review or tucked into a pocket or purse to take to the physical store.
According to USPS studies, “physical advertisements were proven to have more influence than digital ads in a number of ways. Not only did participants spend more time with physical ads, they also remembered them more quickly and confidently. Physical ads also elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact.” https://www.uspsdelivers.com/why-direct-mail-is-more-memorable/
Direct mail can be highly personalized through the use if merge fields allowing you to address the recipient by name and include specific details specific to them in a letter. You can ensure that customers receive only offers or information that meet their individual needs or buying habits.
Businesses can purchase mailing lists of potential customers to target people that meet their criteria by location and demographics. By mailing to existing customer lists, you can also target by past purchase history and demonstrated interests in your products.
The wide variety of formats and options make direct mail a great fit for most any business. From a simple postcard, to a more complex brochure to an extensive catalog, you can design a piece that fits both your communication needs and your budget.
The creation of direct mail pieces is easy and affordable. You can use your own creative resources or work with a printing company to design your mail piece. “Bulk” mail rates provide reduced postage rates making mass mail economical.
Companies can easily measure the results of their direct mail campaigns by including codes or expiration dates on their offers. It can be a simple as counting the number of inquiries or phone calls a postcard generates. Or, you can use detailed website analytics by directing consumers to dedicated internet landing page.
Direct mail is an important resource to marketers and can play an important role in generating business. Thanks to its flexibility, affordability and proven track-record, direct mail is an excellent option for many businesses. It can be used either on its own or as part of a larger comprehensive marketing campaign.