Direct Mail Still Gets Results

Direct mail is proving to be a profitable way to tell future customers about your unique products and services.

After analyzing data, the Direct Marketing Association (DMA) found that direct mail achieves a 4.4% response rate, compared to 0.12% for email. Overall, the DMA found that direct mail’s response rate is actually 10 to 30 times what it is for digital. Direct mail continues to be a viable marketing option. You control who receives your message, how many people you want to reach, and when it is delivered. People/customers respond positively to receiving and handling tangible objects.

Mailing lists or databases allow marketers to be more selective and personalized in determining the best target audience for their message or product. For example, you can reach households with specific income levels, professions, hobbies, male/female, married/single, etc. Also, direct mail is trackable, allowing you to monitor the results and the ROI on your marketing piece.

Direct mail can include a wide variety of marketing materials – postcards, newsletters, brochures, catalogs, etc. Large and small companies are both using direct mail because they know it is one of the most streamlines and profitable ways to reach new and existing customers.

A few things to keep in mind when producing/designing a direct mail piece:

• Try to engage your potential customers with an exciting offer using effective art/design work for your products.

• Make sure you are offering a product or service that can benefit your customer and your direct mail piece directly shows how.

• Have a deadline or expiration date for your offer, prompting potential customers to act quickly.

• Make your offer stand out in the printed piece. Do not allow it to become lost in unneeded clutter while your customer is reading.

• Keep the message simple for potential customers by limiting conditions, restrictions, and disclaimers.

• Make sure it is easy for the customer to contact you by including a phone number and email address.

If you have an idea for or questions about a potential direct mail marketing campaign, please contact us at Wells Print and Digital. We look forward to working with you on your next direct mail project.