Nearly 74% of marketers agree that direct mail outperforms other channels in response, conversion, and ROI.
It is a mistake to believe that direct mail is a thing of the past, because it plays a very important role in your omni-channel marketing strategy.
Direct mail offers your customers a break from the digital noise that fills pretty much every aspect of their day, with something tangible. It has the ability to create a memorable experience for your customers.
It is also known for having a long lifespan, the ability to be highly targeted and personalized, and for making customers feel excited upon receiving it.
It’s important to understand how to use the unique power of direct mail in your multi-channel strategy.
We will go over some essential things you should know about direct mail marketing.
1. Direct Mail Has a Longer Lifespan
Unlike digital messages, direct mail occupies physical space – and it boasts a higher lifespan than any other medium.
Did you know that the average lifespan of a direct mail piece in 2024 is around 17 days? That’s significantly longer than the lifespan of an email which is considered to be around 17 seconds!
Emails can be deleted with a thoughtless click, but direct mail pieces linger. We keep them on our tables, desks, and even post them on our fridge.
This extended “shelf life” gives longevity to your message, which means more opportunities to be seen and considered.
Interestingly enough, we also share them with other family or household members.:
Nearly a quarter (around 25%) of direct mail pieces are shared with other members of the household, meaning they are not just read by the primary recipient.
On top of the extended shelf life, direct mail can also allow for extended reach.
2. Synergy Between Direct Mail + Digital
The best campaigns come from a multi-channel approach. When you combine direct mail with digital channels, you can create an engaging sales experience for your customers.
For example, you send new movers a mailer inviting them to check out your bootcamp gym – it has beautiful photos of your equipment and smiling faces of your members, you include a couple positive reviews, and a QR code that leads them to your membership options page. Or maybe you include a URL to the landing page for a free online recording of one of your sessions.
It is very important to integrate your direct mail campaign with your online efforts through clear CTA’s. Drive recipients to a specific landing page or offer a unique QR code for online discounts.
Sending follow-up direct mail after initial digital contact can increase response rates by 50%, demonstrating the power of integrated marketing strategies. This shows the importance of using direct mail as part of a multichannel marketing strategy to engage with your customers.
3. Targeting With Precision
One of the key attributes of direct mail is the ability to really home in on who you want to reach. By targeting the most actionable potential customers, you can expect a higher ROI on your campaign efforts.
Targeted mailing lists allow you to reach very specific demographics, geographic locations, and even behavioral segments.
A key segment to target is new movers, an audience that is known for increased spending and heightened engagement with advertising efforts. When you layer them with other attributes, such as location, in-market signals, or income – you can make the most of your direct mail efforts.
A laser-focus approach will ensure that your message lands in the hands of those most likely to be interested in your product or service.
Think quality over quantity.
4. Always Personalize
Personalized direct mail can significantly boost response rates, with some reporting increases of up to 135% compared to non-personalized mail.
Personalization is the best way to capture your customers’ attention, and essentially their business. Because, let’s be honest, generic mailers usually end up in the recycling bin.
You have to go beyond just including their name; tailor your messaging, images, and offers to really resonate with your customer’s individual preferences and needs.
For example, a roofing company sends a mailer to an area they service that is known for having severe storms, offering a free roof inspection along with tips for dealing with a leak emergency. They include a QR code to a landing page with testimonials from other homeowners in the same area and information about storm damage repair services.
By using data and personalized messaging you can achieve unique and individualized outreach in your direct mail approach.
5. The Sentiment of Direct Mail
Perhaps the most amazing thing about direct mail is how it makes the recipient feel.
Some personal feelings that recipients have toward direct mail include:
- 54% of consumers appreciate mail because they can keep an interesting piece and refer to it later.
- 44% of consumers say mail feels less intrusive than other types of advertising.
- Direct mail is the second most enjoyable form of advertising, second only to TV/Video streaming.
- 54% of people find reading through mailed content enjoyable.
- 52% of respondents say that they feel important when they receive direct mail from a brand.
Highlighting the fact that direct mail plays a unique role in your marketing strategy, with the ability to create a real connection with your customers, that is incomparable to other channels.
Conclusion
84% of marketers believe direct mail delivers the best ROI among all marketing channels
Direct mail marketing is anything but dead.
Embrace the power of this unique channel of outreach by understanding its strengths, combining it with your digital efforts, and always remembering to include targeted, personalized messaging.
So, are you ready to start planning your direct mail campaign today?
For more information and ideas for your direct mail campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
