What Kind of Marketing is a Direct Mail Campaign?
If you’ve ever wondered what kind of marketing is direct mail, you’ve come to the right place. This inexpensive and minimally intrusive form of advertising allows businesses to target specific demographics and entice their ideal consumers to buy their products. Today, everyone has received some form of direct mail marketing. Retailers send out coupons to their credit card holders, while real estate agents send out mailings about the value of homes.
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Direct mail is a form of marketing
There are several different ways to use direct mail as a marketing tool. Companies can use it as the primary form of communication, or they can boost the performance of other marketing campaigns. Some companies focus exclusively on marketing to consumers, while others mail to specific neighborhoods or people based on demographic information, such as age, income, or marital status. There are many advantages of direct mail for businesses. Here are some of them:
Email and social media are common forms of marketing, but direct mail offers a unique opportunity for brands to break through the clutter and engage with prospects on a more personal level. A typical office worker receives 121 emails a day. It is an effective way to target prospective customers on a more personal level and boost your response rates. For this reason, direct mail is still a viable option for many businesses.
It targets older generations
Despite the increasing number of millennials, many marketers are overlooking older generations in their efforts to reach potential customers. Although the younger generations, namely millennials, are becoming more discerning consumers, older generations still appreciate receiving mail. More than 66 percent of American households receive direct mail each year. 60 percent of this mail is sent by direct marketers. And while there are many benefits to direct mail marketing, older generations may not be as interested in receiving mail as younger generations.
Baby boomers, the generation born from 1946 to 1965, control 70% of the U.S. economy and are becoming increasingly independent. The boomer generation is affluent and empowered to make purchasing decisions. Millennials, on the other hand, are the most likely generation to respond to direct mail, despite the increasing popularity of telemarketing. Moreover, this demographic has the potential to purchase a product if it is appealing and affordable.
It’s more cost-effective than other marketing channels
If you’re looking for a cost-effective marketing strategy, direct mail is a great way to get the word out about your product or service. Direct mail can be personalized, timely, and targeted. The combination of these factors can create demand and bridge online intent with offline marketing. While direct mail costs more, average response rates remain in the high five percent range. Plus, you can measure the results of your direct mail campaign very easily, if you’d like to.
The typical printing costs for a direct mail campaign range from $0.01 to $1 per piece, depending on the size of the mailing list. For instance, if you’re planning to mail more than 10 million pieces, you’ll pay $0.10 per piece. For smaller campaigns, however, you can save money by using less expensive materials. Many printers offer bulk discounts. Shipping costs also depend on the weight of the mail piece and postage rate. For example, if you’re mailing to a small number of people, a heavier stock will cost more to ship.
It’s easy to track
There are several ways to track your results with direct mail. The first way is to use a tracking device, like a phone number or a website URL. You can also measure your conversion rate by tracking the number of people who call your toll-free or dedicated toll-free numbers. In addition, if you use a QR code or some sort of general offer in your direct mail, you can track the number of people who respond to your offers.
Using the Google campaign URL builder is a good way to learn about UTM parameters. You must be very precise and consistent in your use of these parameters, or your marketing campaigns will be in vain. Otherwise, you’ll end up with a lot of junk mail without any sales. After you’ve analyzed the data, you can determine how to adjust your campaigns based on what you’ve learned.
