12 Benefits of Direct mail marketing for promoting your business

Safalta Expert Published by: Aryan Rana Updated Thu, 08 Dec 2022 11:03 PM IST

Highlights

Direct mail should be a crucial part of any marketing campaign because it has higher response rates, more visibility, and more creative potential than online initiatives.

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Table of Content
The following 12 benefits of direct mail advertising:
Direct mail has excellent response rates
Open & Read Rate of Direct Mail
Direct mail is physical and individualised
Direct mail is well-known and fosters trust
Direct mail Has a Lot of Targeting
Direct mail is very individualised
Direct mail is innovative and flexible
Direct mail is easy to use
Direct mail Is Economical
Direct Mail Can Be Easily Tracked
Through a website
Using Personal Phone Numbers
Through Special Offers
Increase Back-End Fulfillment Quickly

Digital Marketing Complements Direct Mail


Are you debating whether or not to invest in a direct mail campaign for your company? Despite the abundance of digital advertising channels, direct mail marketing remains a desirable and highly effective choice due to its advantages.

Direct mail should be a crucial part of any marketing campaign because it has higher response rates, visibility, and creative potential than online initiatives.

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The following 12 benefits of direct mail advertising:


Direct mail has excellent response rates

When compared to other marketing strategies, direct mail has consistently had the highest response rates, and it has gotten even better recently. These rates were 9% for house lists, or people who have already interacted with a brand, according to a survey by the marketing and advertising trade body Data & Marketing Association (DMA), and around 5% for prospects.

A variety of reasons, including personalisation, causes these surges.

Source: Safalta.com

Scalable customization has significantly improved recently and has been demonstrated to boost response rates by 10 or more.

Email receives a response rate of less than 5%. Less than 2% of email recipients click an attached link on average or the click-through rate.


Open & Read Rate of Direct Mail

Consider taking a stack of mail inside after going outside to your mailbox. Do you instantly toss it in the garbage or do you scan it to see what you were sent? You're not alone if you skim or read each piece in its entirety. A USPS research found that while 21% of Americans at least scan their mail, 53% of Americans actually read it. This indicates that, compared to other media, the large majority of recipients will notice your direct marketing message.


Direct mail is physical and individualised

Many consumers prefer to get marketing materials in the mail. 59% of survey participants agreed with the statement, "I appreciate getting postal mail from brands about new products," according to a study by the international marketing firm Epsilon.

This illustrates why traditional marketing messages are more appealing than those distributed online. Physical mail, for instance, can be stored in a pocket or displayed on the refrigerator as a reminder. These are crucial locations since they are exclusive, secret spaces that can only be reached this way.


Direct mail is well-known and fosters trust

Since Mail has been around for a while, it is immune to most of the negative aspects of digital advertising. A direct mail letter cannot infect someone's computer or house. a dubious digital advertisement? That is a unique situation. One free iPad has been offered to everyone online.

Many customers, especially seniors and people who are not familiar with technology, have a positive perception of direct mail because of its familiarity and sense of reliability.


Direct mail Has a Lot of Targeting

The greatest approach to make use of all the customer information available today is through direct mail. You may purchase consumer data lists that go well beyond names and addresses to include information on occupations, shopping interests, ages, and a variety of other factors. Marketers can now define and target their ideal persona more precisely than ever thanks to the increased personalisation and relevance of each batch of mailings.


Direct mail is very individualised

Although customer data is valuable, personalization is essential. Everybody can now receive a unique piece of mail thanks to the extended customisation options offered by modern printing technology. Nothing can be customised, whether it be artistic or literal.

Scale is particularly crucial because research shows that with three or more customisation points, performance exponentially increases. It used to take time and money for an operator to manually set up a fresh press setting for each design. Today, that procedure has been digitalized, and presses may now adjust as needed to improve response times.


Direct mail is innovative and flexible

Particularly when compared to digital alternatives, mail offers virtually limitless creative possibilities. Photos and text can be changed in social media ads and online banners. There is no tactile component, though, and the size is uniform. Email is more worse because users can only see one line of text before clicking.

Since direct mail is physical and tangible, it encourages greater creativity. Any design can have textures applied, sizes changed, imaginative 3D objects sent, or even scratch-and-sniff features added. As a result, you have more chances to send a marketing message while grabbing the audience's interest, engaging them, and delighting them.


Direct mail is easy to use

Direct mail is not difficult to execute, despite the fact that all this talk of targeting, personalisation, and originality may make it sound challenging. With a straightforward design, the correct list, and a dependable mailing partner, a straightforward campaign with a few differentiating factors can offer a fantastic return on investment (ROI) and is relatively simple to carry out.

As a result, all types of businesses, from Fortune 500 firms to small businesses, can benefit greatly from using this marketing strategy.


Direct mail Is Economical

Direct mail is economical in addition to having a straightforward execution. Direct mail has a competitive ROI with online media, with an average of 29%, according to a yearly DMA study.

Direct mail works with even a tiny list, unlike digital marketing which increasingly demands a substantial investment to show trends and a meaningful ROI.


Direct Mail Can Be Easily Tracked


Even though it might not seem like it, marketers can track the effectiveness of any campaign using a number of approaches.



Through a website

One of the most popular direct mail campaign strategies is to create a unique landing page and include the URL on your mailing. If not, make a personalised URL (PURL) that refers to a page that already has recipient information on it. This speeds up and simplifies the process considerably. PURLs make it easier to track recipient activities and landing page visits.



Using Personal Phone Numbers

For your direct mail campaign, special phone numbers can be made that will relay and record calls to your present numbers. This enables you to determine which marketing strategies are most effective.


Through Special Offers

You can make an exclusive offer to distribute just by direct mail. Then, all you have to do is keep track of how many submissions were made for that specific deal.



Increase Back-End Fulfillment Quickly

You can plan ahead when you start a direct mail campaign because you'll know when demand will rise rather accurately.

Online advertisements, however, are more erratic. You never know when something will become viral or if it will suddenly start working better. These call for extensive testing and tweaking till the ads click and the demand soars that fulfilment becomes impossible.

Since direct marketing cannot ensure success, uncertainty cannot be completely eliminated, but it can be reduced so that output can be increased as needed.



Digital Marketing Complements Direct Mail

Comparisons between direct mail and digital marketing are inevitable, and they may even appear to be at odds with one another. This is not the case, though. The two get along incredibly well. Any stage of the marketing funnel can employ direct mail to accomplish the same objectives as online advertising.

As an illustration, you could send out mailers with QR codes that users could scan to access websites. Additionally, you might launch an internet branding effort and then send out direct mail to a select set of your potential clients. There are countless options.

Whatever your objective, direct mail can complement your other marketing strategies to boost efficiency, boost consumer engagement, and boost ROI.

What are the three essential elements of an effective direct mail marketing campaign?

Three factors: the data (or mailing list), the offer, and the creative—determine the outcome of every direct mail campaign. Simply said, think about what you're sending, who you're delivering it to, and why you want the recipients to pay attention.

Which is a benefit of direct mail advertising for businesses?

Many consumers still believe that direct mail is more reliable than online advertisements. They are wary of online fraud and are more likely to believe a company with a physical location. Direct mail marketing increases the credibility of your brand and contributes to its awareness and trust among potential customers.

What is direct marketing's main advantage?

The fact that direct marketing is measurable and simple to track is one of its main benefits. You may rapidly gauge the increase in sales by disseminating coupons or coupon codes, which enables you to measure your campaigns effectively.

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