Far too often we hear people say “Print is dead.” Sadly, many marketers and advertisers believe in this myth, which keeps them from using direct mail in their marketing campaigns. In reality, print isn’t dead – especially when it comes to advertising. Direct mail continues to generate high response rates and high ROIs.
Direct mail can be especially beneficial for small businesses. It’s proof that you don’t need to be a household name or have a Fortune 500 company’s marketing budget to successfully use a marketing campaign to drive sales. All it takes is a solid consumer mailing list, well-written copy, and attention-grabbing design.
The first benefit of using direct mail is its ability to reach your target audience. No other advertising tool has such precise targeting capabilities. Consumer mailing lists provide you with many options for who you want to target. There are more general databases with data from white page directories, motor vehicle registration information, driver’s license files, and questionnaires. You can also target new families, people new to the area, first time home buyers, renters – the options are endless. With a tighter focus on who you’re mailing to, you cut costs by eliminating unqualified prospects. By only reaching your target audience, you’ll see higher response rates, close rates, and ROI. Direct mail data lists are well-known for their accuracy and tend to be more reliable than purchased email lists. As long as you buy your consumer mailing lists from a reputable vendor, you can rest assured that you’ll have a successful campaign.
The next benefit of direct mail is pretty obvious – the convenience. Few ads can be saved or will be remembered. People switch radio stations in the car as soon as a commercial comes on. Emails get buried in overcrowded inboxes, marked as spam, and deleted. Newspapers and magazines get recycled after they’re read. Telemarketing phone calls are notoriously disliked. Display network ads are forgettable. Mailers, on the other hand, are very memorable. People can save them for later use. They can be easily folded into a wallet, tucked into a purse, or stuck onto a refrigerator door. Convenience is key to winning business. By saving your mailer, people can read it and seek out your service when it’s convenient for them to do so.
Lastly, direct mail is extremely practical. Why wouldn’t you invest in something that has a proven track record of helping thousands of other businesses? Studies have found that direct mail has a higher response rate than display ads, email marketing, social media, and paid search. The DMA’s annual report found that it had an ROI of 27%.
Direct mail isn’t going anywhere. If you’re interested in learning more about what direct mail can do for your small business, contact one of our representatives today.