Reasons Why Direct Mail Is Right For Your Business
There are many reasons to use direct mail to reach your audience, but none is as compelling as Personalization. Personalization is the act of creating one-to-one connections with your recipient. It’s also called Informed Delivery, and it lets you see what you’ll receive before it arrives in your mailbox. And there are the cost-per-acquisition and effectiveness battles. But how can you decide which is right for your business? Keep reading to find out more about the benefits of direct mail.
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Personalization creates a one-to-one connection with a recipient
Today’s consumers expect brands to be familiar with them and understand their needs. As a result, marketers must invest in personalization and have access to customer data. Google and Facebook both collect 215.6 billion data points on their users, and they can use this information to tailor marketing messages to individual recipients. This personalization process also involves using technology such as personalization marketing automation (PMA).
Informed Delivery allows you to see mail before it is in your mailbox
With Informed Delivery, you can get notifications every time mail is on its way. You will receive digital images of letter-size envelopes, and you can view them before it even arrives in your mailbox. You will see all of the mail sent to your address, even the mail that you may not have expected to get. Unlike regular mail, you cannot separate your incoming mail by the recipient.
Cost-per-acquisition battle
Email and direct mail are both effective marketing channels. But email beats direct mail in the cost-per-acquisition battle, with the former proving twice as expensive for each new client. This is largely because consumers tend to discard email addresses after receiving too many marketing emails. In addition, direct mailing lists tend to be more reliable. 92% of direct mails are opened, compared to 20% to 30% for email.
Effectiveness
The Effectiveness of Direct Mail is a question that is often overlooked by businesses. The first step is to set up metrics to measure the effectiveness of your direct mail. Then you need to analyze the data you collect. Key performance indicators are helpful tools for this process. The next step is to identify which of these metrics will be most beneficial for your business. In addition to key performance indicators, you should also measure how many people contacted your direct mail piece.
Cost
The cost of direct mail campaigns can vary widely depending on your marketing goals and the type of collateral that you send. Direct mail expenses include the paper used, postage, and labor. To determine the cost, contact a direct mail company and get an accurate quote. Direct mail costs can also be increased by utilizing a mailing list with a certain demographic. Some examples of demographics that affect direct mail costs include income, home value, and zip code.
Targeting
One of the biggest mistakes marketers make when it comes to direct mail marketing is not targeting their mail campaigns appropriately. The number one mistake is incorrect targeting. To avoid this, use current information about your customers to determine how to better target your direct mail marketing campaigns. In the study from Info Trends, Millennials read 63% of catalogs. The study also found that 44% of those who bought a car or a house in the last year bought a product or service.
