Whether you are a marketing agency or an internal marketing department, you may want to consider adding direct mail marketing to your strategy, and here is why…
When you are considering a marketing strategy, you are looking for the most cost-effective ways to reach the target audience that will give you the best return on investment. While digital marketing has been the go-to strategy for the last decade or so because practically everyone is online in some way several times a day. Direct mail marketing has likely slid off your radar, but don’t completely dismiss this valuable tool. Here are some reasons to consider adding it as one of your marketing channels and how it can boost your digital marketing efforts.
Looking at the statistics:
“56% of customers find direct mail marketing to be the most trustworthy type of marketing”
“70% of consumers prefer traditional mail when it comes to unsolicited offers”
The fact is, fewer people are checking their emails because they are being inundated with spam, and with the impact of privacy laws and regulations, this lowers the effective rate of email campaigns as a means of lead generation. Using direct mail is a great way to reach a targeted audience where email campaign results are falling short of expectations.
Quarantine Opportunities:
The pandemic has changed work dynamics, as more people are working remotely and are encouraged to stay home as much as possible. According to USPS, shipping and packaging rates increased but marketing mail has decreased over the last year. Consumers are ordering from eCommerce sites more than ever, but the pandemic has caused a decline in direct mail marketing. That translates into less competition. Consumers are obviously still checking their mail, but with fewer marketing pieces coming in, that opens the door for a higher view rate for the content you send.
Incorporate Into The Sales Funnel:
When someone has fulfilled your CTA online, follow up to keep the consumer engaged by sending them a free sample, a postcard, or catalog in the mail. This provides you with another touch point and a reason to further communication with them. Incorporating direct mail into the sales funnel is a great way to support your digital marketing efforts.
USPS Informed Delivery:
It’s all about customer satisfaction, how can we improve our services to meet the needs of consumers? USPS is leveraging existing mail imaging processes to provide digital previews of household mail to Informed Delivery users. This means those users will see a copy of your marketing piece in their email and again when they actually check their mailbox. That’s two impressions for your branded content. According to the rule of 7, another 5 views and you have a potential customer.
Reach Local Leads:
Attracting new leads with direct mail can be especially beneficial for local businesses, especially retail, restaurant, and local service-based businesses. Since a “whopping 82.76 % of shoppers say they would rather support a local business than a large corporation”, now is a great time to build brand awareness and create brand loyalty within your community to drive sales. Easily track your ROI with coupons, special offer codes, and URL tracking.
How AVS Leads Can Help:
For over 35 years, AVS leads have helped businesses reach their target market with their customized direct mail marketing solutions. We not only help you identify and define the demographics of your potential customers, but we also provide you with their mailing address and direct mail services to deliver your message. If you are interested in learning more about how AVS leads can help you with generating new leads for your business, contact us today for a free consultation.