Martech Outlook | Monday, July 04, 2022
Direct mail has higher response rates, wider visibility, and more creative potential than online marketing; therefore, it should be an integral part of any campaign.
FREMONT, CA: Direct mail marketing is a tactic employed by marketers to interact with offline prospects and customers by mailing printed mailers, dimensional parcels, perishable commodities, corporate swag, and other physical items. It is utilized in several ways by inbound and outbound sales teams, marketing departments, demand generation teams, growth teams, and recruiters. Direct mail marketing is an effective method for establishing real connections with prospects, leads, and customers.
The following are some advantages of direct mail marketing:
Direct mail has excellent response rates: Direct mail response rates have historically been the greatest and have continued to rise in recent years, unlike any other marketing strategy. The Data & Marketing Association (DMA), a marketing and advertising trade group, performed research that found these rates to be around 9 percent for home lists and 5 percent for prospects.
Numerous variables, including personalization, cause these surges. In recent years, mass customization has been proven to increase response rates by tens of thousands of percentage points.
Email can only obtain a 5 percent response rate. The average percentage of email recipients who clicked on a link is less than 2 percent.
Direct mail is tangible and individual: Many individuals desire to receive direct mail marketing materials. This demonstrates the attractiveness of physical marketing messages as compared to digital ones. As a reminder, physical mail might be placed in a pocket or hung on the refrigerator. These are private locations inaccessible by any other means and are of great value.
Direct Mail Is Well-Known and Builds Trust: Despite the many drawbacks of digital advertising, mail has been around for a long time. The recipient’s computer or home cannot be infected by a direct mail letter. Some consumers find direct mail comforting, especially those who are old or unfamiliar with modern technology.
Direct Mail Is Extremely Specific: Direct mail is the most effective approach to capitalize on the wealth of consumer information available today. This increased personalization and relevance for each mailing batch allow marketers to define and target their ideal persona more precisely than ever before.