Benefits derived by expanding marketing services with direct mail
The other day a colleague of mine mentioned he received a postcard in the mail advertising solar panels for his home. Problem is– he lives in an apartment complex, so the postcard immediately landed in the trash and it was of no use to him. But it obviously left some sort of impression or else he wouldn’t have mentioned it.
If this postcard had instead been delivered to homes looking to reduce their electric bills or carbon footprint? The solar company would have saved money on printing and postage and seen a better response to their campaign.
Effective and targeted
Direct mail is one of the most effective ways to advertise your message with the lowest cost-per-lead and highest conversion rate. When done right, it targets the right audience with a campaign that proves successful with worthwhile leads. Direct mail is a way to advertise a message in a way that stands out in a world full of nonstop interruptions. It’s tangible, cost-effective, can be personalized and gets results.
In fact, the response rate from direct mail is higher than email or other type of digital marketing. The United States Direct Marketing Association cites a 3.7% response rate to direct mail versus other forms of marketing.
If you are considering adding direct mail to your marketing campaign, here are some reasons it will be beneficial.
Email marketing is not enough
One type of marketing campaign is not enough alone. Many companies may simply prefer email marketing thinking it’s less expensive, however digital marketing is not enough. More and more agencies have jumped on board the email bandwagon and the channel has become oversaturated. According to one study by the Radicati group conducting market research in PaloAlto, California, the average office worker receives more than 120 emails a day and 30 of those emails never make it to the inbox. That’s not very effective. It’s very unlikely that an individual would receive 120 pieces of direct mail. That’s why it is so effective. Direct mail stands out.
People continue to read their mail
According to a survey conducted by the United States Postal Service, seventy nine percent of households either read or at least scan the advertisements they receive in the mail. The survey also shows the more mail people receive does not impact the effectiveness of an advertisement campaign. Households receiving more advertising mail does not have a negative effect on how they perceive the advertising offers they have received.
Trust and Credibility
Adding direct mail to a marketing campaign, can add credibility and trust. All mail is not treated equally considering there are many scams and hackers associated with electronic mail. If a company is taking the time and spending the money to send a piece of mail to a person through the United States Postal Services, it is deemed more worthy of trust.
Get to know your customer
Not only is direct mail a great way to stand out in a world full of distracting messages, but it’s also a wonderful way to gather important information about your customer. For example, you can send out a piece of mail with a QR code or better yet gather the client's email address by mailing them a postcard with a free offer. Give them a website to go to and when they opt-in, give them your free content.
Contact AVS Leads
If you are interested in reaching out to your customer directly, contact AVS Leads today! We provide affordable, valuable sales leads with custom targeted mailing lists. Call (714) 905 -5996 or click here. We are happy to answer your questions about how to generate a mailing list that will expand your reach of your marketing message to likely prospects. We offer discounts to the trade.