Sure, we're in the digital age, but the direct mail marketing industry is alive and well.
The Direct Marketing Association reports that in 2013, businesses spent $17.7 billion on catalog mailers and $33.4 billion on non-catalog mailers. Businesses that focus entirely on digital marketing miss out on the excellent response rate that direct mail earns; direct mail marketing enjoys a 4.4 percent response rate, blowing email's 1.2 percent response rate out of the water.
Of course, successful marketers know that integrating digital and traditional direct marketing delivers the best top and bottom line numbers. Channel integration hits more customers and prospects than reliance on narrow channel focus.
Direct mail isn't just for large businesses with deep pockets, either. Consider the benefits of direct mail marketing, and add a mailing as part of your business' multichannel marketing effort.
Every Door Direct Mail
An email is deleted with a single click, and banner ads can be blocked before a consumer even sees them. Direct mail, on the other hand, is a physical advertisement that the consumer sees and holds in his hand. Direct mail grabs a consumer's attention with an eye-catching message or a unique mailer that sets itself apart from the rest of the mail.
Afraid your customers won't see a limited-time offer or special in their email? Instead of wondering if your message gets lost in the spam filters, send coupons and other limited offers through direct mail. You encourage them to come into your store or go to your website, and a coupon or special offer gives them a time frame to act on your call to action.
Direct Mail Doesn't Mean Low Tech
Leverage technology to lift the response of your direct mail. One example includes QR codes. Insert it next to your call to action so your customers don't have to work to act on it. The respondent simply scans the code and goes right to your website for more information. You can't fit every piece of information possible on the mailer, but when you add a QR code that points to your website, you can cover any question they might have.