Direct mail works. Its impact can be felt by many brands and charities across many marketing sectors.
I’m not going to tell you anything you don’t already know. I could talk about the mail moment, standing out, how direct mail “hangs around” – or the ability to use mailing lists to target your best customers.
I could cite the latest B2B statistics showing that 23% of the “big brands” plan to increase their advertising dollars on direct marketing (vs 14% on email marketing) in 2023.
Or, I could mention the study by Statista. This study indicates that advertisers are expected to spend over $43 billion on direct mail in 2022. That’s a 3.5% increase of over $40 billion spent in 2020. 2024 promises to be even higher.
And Omnisend market research found that the purchase rate of an omnichannel marketing campaign is more than 2.5 times higher than that of single-channel marketing. So, if you’re looking for a way to reach consumers and boost your sales, direct mail should definitely be part of your marketing mix.
Direct mail provides marketers with lots of opportunity for success. That’s because direct mail:
Engages
Direct mail engages more mature audiences, who often have more money to spend and have the time to respond. And don’t forget the USPS study that shows millennials enjoy, open and respond to direct mail.
Drives action
Many advertisers have one goal in mind, which is to drive traffic to their website. Direct mail drives customers and prospects online. It directly influences online visits and orders. Think QR codes on print that link to websites and email addresses. BTW – the postcard share of direct mail has increased exponentially. Have you tried mailing postcards? Nowadays, print and demand postcard sites have made it a snap top customize a postcard, upload your list and get your mail out / same day.
Is creative
Direct mail allows you to run interesting, creative and tactile campaigns. For 2024, we are hearing from marketing gurus that tell us to hit all the senses. Direct mail is the only channel that allows marketers the possibility of reaching all five senses. Remember scratch and sniff? What about AI? I believe we’ll see more of that in 2024.
Offers refined targeting
Mailing lists have evolved to a science. You can be as specific as you want. Demographics, psychographics, synchographics (marketing timing –for example- think new homeowners) – all yours for the asking! Are you in the insurance sector? Direct mail is the only channel that allows insurance agents to target individuals turning 65 – or homeowner/auto insurance expirations.
You can continually refine direct mail targeting. Not only for consumers, but for businesses too. You want to make sure you use the best high quality data / mailing lists you can get. That’s what increases your response.
Blends with other media
Direct mail works well with other channels, combining to create higher response. Studies show that when you couple direct mail with digital media, it increases conversions by 10% – 25%.
Because of that, in 2024, we are going to see both multi-channel and omnichannel marketing campaigns in play.
Remember, the key here is to get the best targeted marketing list obtainable. Then, you can append email addresses and phone numbers (scrubbed, of course) where available. This gives you the opportunity to reach out to your best prospects through as many different channels as you can.
That’s the way you can break through the clutter, up your response rate and increase your lead generation!