Which of the following is a Major Advantage of Direct Mail?
Despite the vast digital world of social media and endless videos, most consumers still prefer a tangible form of information. Studies show that physical books can outsell e-books, as readers have a much better memory than e-book readers. Moreover, direct mail campaigns have higher brand recall rates, which is an additional advantage. Direct mail is, in essence, messaging sent in physical form. Since consumers still consider real objects to be valuable, it is also considered to be a highly effective method of marketing.
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High response rates
Direct mail is a powerful method of marketing. Because of its high response rates, it is a highly effective way to drum up new leads. The response rates of direct mail can range from one in ten to over four percent. But this is not to say that a low price will ensure a high response rate. After all, there is a difference between attracting leads who might be interested and those who will not.
One way to increase response rates from direct mail is by focusing on the selling points of the business. While many other businesses are offering the same or similar offerings, your business must stand out in the crowded marketplace. Your key selling points need to be memorable enough to attract prospects and convert them to paying customers. When you create compelling selling points for your business, they can be leveraged throughout the customer acquisition process and help you convert leads faster.
Target market selectivity
One of the key benefits of direct mail is its high conversion rate. Because it is non-personal, direct mailers can easily target a particular audience. A catalog, for example, may display the new summer collection of a clothing brand. The mailing list will be narrowed by demographic characteristics, such as gender and income level. The mailer’s list can be easily segmented by using advanced segmentation techniques and formulas that determine how likely it is that a specific customer will purchase a product or service.
Direct mail is also highly targeted. Mailing lists can be purchased or rented for precise targeting. Mailers can use direct mail for onboarding, retargeting, loyalty-building, and repeat sales of products. The advantages of direct mail are numerous. It’s affordable, flexible, and highly customizable. And the best part? Direct mail allows you to test new products and services in advance and test them before they’ve been available to other marketers.
The cost of direct mail varies from campaign to campaign. The amount you spend will depend on how much personalization you want to include in the mailing, how many mailings you send, the postage rate you choose, and whether you use a professional agency or work with a vendor. A single postcard can be printed for pennies, while a multi-insert letter package with a reply form and envelope will set you back around $30.
The cost of direct mail can vary widely, but it is usually less than digital advertising. In one study, direct mail recipients spent 28% more and bought 28% more than those who did not receive any direct mail. This ROI is higher than most digital marketing campaigns. However, if you want to reduce the cost of direct mail, you need to get help from a professional. Many companies are hesitant to use direct mail because it is difficult to manage. The good news is that there are solutions to this problem. Using an all-in-one system, such as Postalytics, can help you create and send your mail pieces. In addition, it can help you track your campaign and gives you cost-per-piece pricing.
Early response measurement
When you’re looking to determine the effectiveness of a direct mail campaign, one of the most important metrics is the response rate, which measures the number of people who responded to the direct mail piece. Response rates can vary, but they usually range between 4 and 9 percent, according to the Data & Marketing Association, which was previously known as DMA. It is best to track all methods of contact to get a more accurate estimate of the response rate.
Cost per action (CPA) is another way to measure the success of your campaign. Cost per action (CPA) can be calculated by dividing the total cost of a direct mail campaign by the number of actions it prompted. By tracking a cost per action, you can compare the costs associated with direct mail with those of other forms of advertising. The lower your CVR, the better. A higher CVR means more potential customers are considering your offer.