When To Use Direct Mail?

There are several reasons to use direct mail marketing. The costs and effectiveness of this form of advertising are just a few of the reasons. If you’re still not sure whether direct mail is right for your business, here are some tests to determine its effectiveness. And don’t forget to test your campaigns! Here are 7 reasons to use direct mail marketing. Whether your audience is primarily interested in products, services, or something else entirely, it’s worth a try.

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Reasons to use direct mail marketing

Direct mail marketing is a proven way to reach a wide audience, promote a brand and increase sales. Although digital marketing has advanced significantly, there are still many benefits to this traditional marketing method. Direct mail offers a personalized experience that is easy to track and proves ROI. With the recent COVID-19 crisis, more people are staying home and taking the time to read postcards and direct mail. This means a direct mail campaign has more potential to convert those consumers into customers.
A direct mail tool contains the brand name, logo, call to action, physical address, and digital address. Direct mail campaigns usually include a discount card that the customer must present when shopping in the store. In addition, some companies offer a promotional rate for a product or service. Studies have shown that direct mail campaigns have a 96% engagement rate. However, this doesn’t mean you should stop at one reason for direct mail marketing.

Cost of a direct mail marketing

There are many different costs associated with direct mail marketing. Some established companies choose to hire professional copywriters to write the copy, while others opt to save money by writing the copy themselves and using online templates. While the cost of direct mail marketing can be very high, there are several ways to minimize your costs and still reach your target audience. The following are some common ways to reduce your costs and increase your response rate:
Designing the direct mail itself can be quite expensive. Depending on the complexity of the design, it can run from $10 to over a thousand dollars. It is also important to consider whether you want to use stock images or create custom photographs. If you do not have in-house graphic designers, you can hire a design agency or freelance designer to create your direct mail design. These costs can range from $150 to $2,000 or more, depending on the size and type of design required.

Effectiveness of direct mail marketing

If you’ve ever wondered about the effectiveness of direct mail marketing, there are a few reasons to do so. For starters, people read mail and catalogs. And a recent study showed that 25 percent of print catalogs triggered a website visit and 33 percent a visit to a retail store. And it all goes hand in hand with achieving marketing KPIs. But aside from the obvious benefits, here are a few other reasons to use direct mail marketing to drive more sales.
A recent report by Forrester Research found that more than 80% of consumers will make a purchase based on information they receive via direct mail. Even though most consumers are avoiding ad clutter, relevant direct mail will still be read by 30 percent of shoppers. And in 2020, relevant direct mail will influence 83% of purchases. Direct mail also offers the highest response rate of all marketing methods. Furthermore, it also has the highest ROI (return on investment).

Tests for direct mail marketing

To optimize direct mail marketing results, conduct tests and measure the impact on your business. Tests must include an original version of the direct mail piece and a comparison version to compare the results to a control. For example, if postcards generate more responses than a sealed cover letter, you will increase your response rate if you use a postcard. Any conclusion you come to from testing is a valid hypothesis. In addition to creating a hypothesis, you should develop and apply a design to the direct mail piece.
Regardless of whether you are focusing on traditional or digital direct mail, the test process should always start with a plan. Establish the objectives of the test and how you plan to measure its effectiveness. Your end goals should drive your testing priorities and your analysis methods. Consider evaluating the results against a competitivities sample for the most accurate and measurable results. Tests for direct mail marketing should be performed regularly to make sure they are working.