Why savvy marketers are returning to Direct Mail campaigns

With the shift to less expensive, metric-rich digital mediums for marketing over recent years, many marketers turned their backs on direct mail house as a way to reach potential customers and track engagement.

But savvy and creative marketers are continually looking for effective ways to break through to the overloaded consumer.  

And this quest is making a pathway to revisit direct mail. Especially as a multimedia marketing strategy.

Here are a few reasons why a direct mail campaign should be on your ‘must do’ list alongside your digital marketing strategy.

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Time with your customer

The average lifespan of an email is now just two seconds.  But in contrast, most consumers spend time interacting with direct mail.

The average consumer spends around 25 minutes reading their direct mail on any given occasion. Think about it, 2 seconds compared to 25 minutes.

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More visibility

One of the best advantages of direct mail is – there is less mail. With the advent of electronic billing, and friends using email or social media to keep in contact with each other, there is less physical mail like printed brochures, catalogues, and personalised offers coming through the system.

This translates to a more significant opportunity to connect directly with prospective consumers. Having the mail right in their hands, as opposed to an overcrowded, message-blocking inbox.

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Response rates

While it is appealing that consumers are spending more time in contact with direct mail. What is more seductive is that works exceptionally well as part of an integrated multimedia marketing strategy.

In a 2016 report, prospect list response rates were 2.9% and 5.3% for previous customer response rates. Doesn’t sound like much. But, if you compare it to other popular digital formats such as email prospect lists (0.3%) and social media (0.6%), it’s excellent.

Direct mail and email are even better when used together. When coordinated, you can get response rates of up to 35% compared with standalone marketing campaigns using either channel.  

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Pulling it together

Direct mail drives response rates, making it an excellent tool for customer acquisition. Use it to motivate consumers to go online and mobile channels through calls-to-action and coupon codes.  

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It’s not overly expensive

Direct mail is often thought of as a costly choice over the low-cost digital mediums. With design, printing and bulk postage costs, it can add up.

But direct mail doesn’t have to be prohibitive in cost.  

At Active Mail, we can help you choose mail options that keep costs in line while also delivering targeted direct mail marketing campaigns designed to enhance the success of your overall marketing strategy.

Covering all points of the direct mail house marketing process, from collaborating on your creative, through to data tweaking and full production of all elements.

Our experienced staff will take the stress and headaches out of developing a professional Direct Mail Marketing solution to fit your unique business.  

Take the first step and contact us for a no-obligation consultation.