Questioning the effectiveness of direct mail? The truth is that in our technology-obsessed world, direct mail marketing still delivers impressive results.
According to an Adage article, the Direct Marketing Association reports that, “direct mail is 10 to 30 times more effective than email.”
In fact, direct mail response rates have been relatively stable since 2010. Additionally, when comparing response rates in the same study, 34 out of 1,000 customers responded to direct mail marketing while just 1 out of 1,000 customers responded to email.
A Huffington Post article using data compiled by Epsilon found similar results. This study finds that consumers “prefer direct mail over email about brands or products in almost every category, including financial services (36 percent to 8 percent), insurance (36 percent to 9 percent) and travel (21 percent to 13 percent).” The same study indicates that 50 percent of U.S. consumers prefer direct mail to email.
So if we’ve piqued your interest in direct mail marketing, here are some suggestions on where to start.
Market to your own customer list: According to Marketing Sherpa it costs 5-7 times more to acquire a new customer than it does to sell more to an existing customer. Your list of existing customers is a veritable gold mine.
If you’re concerned that your customer list is not up-to-date, please contact us. Take advantage of the sophisticated mailing software that we have which automatically searches the USPS national change-of-address database and tells you not only who’s moved, but it also provides their new address.
Find new prospects with Every Door Direct Mail. Have you heard of Every Door Direct Mail? You can send snail mail marketing that’s targeted by neighborhood for postage of just 16 cents apiece. You don’t even need to purchase a database when you use Every Door Direct Mail. Contact us to get a free count for the areas that you want to target.
If you’ve dismissed direct mail as old-fashioned or ineffective, it’s time to reconsider. Not only does direct mail generate substantially higher response rates, but customers across a broad range of industries prefer it to email marketing.