For over a century, direct mail was the best marketing channel for businesses looking to increase sales, foster brand loyalty, and reach out to new customers.
Then the internet and online advertising came along, and that took center stage away from direct mail.
As paid ads have continued to rise in cost and “ad blindness” started to affect more and more consumers, many businesses and organizations are now turning their attention back to direct mail—and finding great success.
We’re going to look at the reasons behind why so many New Bern companies are experiencing amazing results with their direct mail campaigns.
Direct Mail and Email
While the response rates are nearly the same, a recent study performed in 2018 found that purchases that resulted from direct mail campaigns were five times larger than those from email campaigns. When direct mail was combined with an email marketing campaign, that figure rose from five to six times larger than email by itself!
Combining online and offline channels makes good sense—considering how many people have an online presence, it allows marketers to take the conversation started by a direct mail piece online. There they can capture personal information or persuade the recipient to make a purchase.
Direct Mail Commands Attention
While some older adults may associate “direct mail” with “junk mail,” the younger generations (from later GenX on down) aren’t old enough to remember the pre-internet days of life. As such, anything addressed to them in the postal mail piques their curiosity and causes them to take notice.
Unlike emails, which can be deleted at the push of a button—or caught in a spam filter, direct mail forces the recipient to physically touch and read it. This presents marketers with ample opportunities to design and test out new mailers in the quest to find the one that generates the most replies.
Some savvy New Bern companies are taking this concept one step further and having their cards and mailers printed on custom paper stock. They offer a very unique feel to the fingertips. Paper with special fibers, various finishes, and other options give the mailer a tactile advantage over other pieces in the mailbox. The unique feel causes the recipient to pay closer attention.
Direct Mail Lasts Longer
The average email has a lifespan of just a few seconds—assuming the SPAM filters don’t prevent it from reaching its intended destination. Direct mail, on the other hand, can last upwards of 17 days or more!
This long proverbial shelf life offers ample opportunities for the customer to view the marketing message. It also serves as a constant reminder while it sits on their kitchen counter or home office desk.
Coupons and discount offers tend to last the longest. For example, consider the Bed Bath and Beyond 20% off coupons you’ve most likely received in your mail. How many of those do you have tucked away in a drawer? When it comes time to buy a new kitchen widget, they’re the first retailer that you’ll check out.
How to Make Direct Mail Work
A successful direct mail campaign contains the following five elements:
- A targeted list of customers who are most likely to purchase your products or services.
- Clear, concise, and persuasive copywriting.
- Professionally designed mailers.
- A good offer that is custom-tailored to the audience that’s receiving it.
- The ability to track and measure the success of each campaign.
Tracking and measuring is where many New Bern businesses fall short. They equate direct mail to throwing a glass bottle with a note in it into the ocean and hoping for the best. That’s no longer the case as there are several ways to track and measure a direct mail campaign through QR codes, coupon offers, and even personalized URLs.
Direct Mail Experts in New Bern
Direct mail can generate more leads and provide greater value than digital marketing alone. If you need help creating, designing, executing, and tracking a direct mail campaign, give the experts at AlphaGraphics of New Bern a call.
At AlphaGraphics of New Bern, we’ve helped countless local businesses find success using one of the oldest and most effective forms of offline marketing. To learn more about how AlphaGraphics of New Bern can produce and design your next project, you may email us, request a quote or call us at (252) 633-3199.