What Is Direct Mail?
Direct mail marketing is a more effective way to reach potential customers and clients because it is less congested than other forms of advertising. When recipients receive 2 pieces of physical mail per day, they’re less likely to be distracted by other advertisements and will be more likely to read your direct mail campaign. In addition, direct mail can be individualized, creating a one-to-one
connection with your potential customers. You can customize your direct mail campaign to make it more personalized, and measure the effectiveness of your campaign by analyzing the response rates to your mailing.
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Personalization creates a one-to-one connection with a recipient
Personalized mail is designed to catch a recipient’s attention and convey a specific message. Because it’s personalized, content elements can be tailored to their interests and preferences. Customers and prospects enjoy personalized mail that’s both relevant and unique. Below are a few ways you can use personalization in your direct mail campaigns. These personal touches can help your business create a more authentic connection with your recipient. Consumer attention spans are shrinking, but the power of personalized direct mail is undeniable. While 98% of Americans check their mail daily, email often goes straight to their junk folder. Mail, on the other hand, is more likely to be opened and read if it’s relevant to them. With tailored solutions and personalized mail, you increase your chances of receiving a response.
Cost of direct mail campaigns
The cost of a direct mail campaign can vary depending on the size and complexity of the piece and is usually determined by the number of letters needed to reach your targeted customers. You can also opt to pay a third party to write the copy for you, but the cost of copywriting can be anywhere from $100 to over $2,000 per piece. While this price may seem high, it is worth every penny in
return for the high response rates. The average return on a direct mail campaign is between half and two percent. This means that, for every hundred pieces of mail, two to four people will respond, and about half of those will purchase something. A strong call to action – such as a coupon – is essential to drive response and sales. The higher the volume, the lower the cost per recipient will be. Direct mail campaigns can also be very inexpensive, so you can afford to pay the higher cost per mailing.
Ways to measure the effectiveness of a direct mail campaign
To measure the effectiveness of your direct mail campaign, you should track several factors. Among these are the average order value and the cost per action. These two metrics will tell you whether the direct mail campaign is bringing in the desired results. For example, if you received thousands of customers but only one of them made a purchase, your average order value will be low. To gauge the effectiveness of your campaign, benchmark your results with other similar companies. For direct mail campaigns focused on sales, revenue generated per mail piece is a good measure. This is particularly useful if the campaign was designed around
coupon codes, sign-ups, or other revenue-related behavior. The first step in measuring revenue per mail piece is to design your campaign around revenue-related behavior. Once you’ve identified which actions are driving revenue, you can create a detailed analysis to determine the impact of your direct mail
campaign.
