Direct Mail is making a comeback! When was the last time you got a hand written letter from a friend or family member? Probably a while. But you still get those oil change coupons right?
You don't need a mindset changing Haiku to see the facts told by data:
US Postal Service reports that around 77 billion pieces of mail are made and sent each year. The result? 28 percent higher sales for companies who send mailers like catalogs and offers.
Ever get an Ikea catalogue in the mail with colorful pictures and designs? Even I can't resist looking through it.
USPS held another study which surprisingly found that while mobile marketers are spending $247 billion by the end of 2020, direct mail marketing offers a higher return for a much much smaller investment.
What are the numbers?
Well, direct mail campaigns expect on average $2,095 in sales for every $167 spent. For those not great at math, that's a return of 1,300 %!!
That's a bit more than just, "Will this ad double my ROI?"
There are some important deets to consider here. One is that direct mail isn't just about emotions, although that’s an important element of branding.
It's about taking action, reaching your audience, directly in a way that convinces them to act. Really, when you consider the big picture, direct mail is just another aspect of content marketing.
Online ads often get skipped over, it's much harder to ignore physical mail.People open mail faster - as soon as they get it often - than other mediums so there's that benefit.
The Millennial factor - as a Millennial I can speak to this as well, we love the 90s, and much of that old school feel. There is something about direct mail that inspires nostalgia.
With COVID city wide shut downs globally, people are just at home more anyways. And they are looking for new things to do. Direct mail is making old new again.
These days there is a lot more customization so using cookie data and more, direct mail campaigns can be segmented just like you would an ad on Facebook, and offer a more personalized experience to convert even higher.
Also there are very few advertisers using this method to reach customers - it isn't at all saturated, so there's that as well.
For more tips read Neil Patel's blog post on direct mail here.
What was the last letter you remember receiving? Or mailed ad that you liked? How will you use this strategy for your business?
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