To be perfectly honest you are not alone in that thought. Many people have felt that direct mail is too old school and no longer effective. However, just because people are questioning direct mail marketing, does not mean that it is not working. Let’s, take a look at some direct mail facts. I came across this infographic and loved it: Click Here
Here are some facts that they highlight:
Why does direct mail matter? Direct mail exceeds email by over 28 times
Prospects are 10 to 20 percent more likely to respond
People spend 25 percent more, when businesses use both direct mail and email in combination
70 percent of consumers are more likely to open mail with color, text/graphics on the front
80 percent of marketers planned to run cross-channel marketing campaigns in 2014
The reason I like this infographic so much is that they have included a wide variety of information that is easy to digest and not overwhelming to the reader. Take a look and see what you think!
No matter what type of direct mail you are sending, you need to be making money on it. Otherwise it is a waste of time. Direct mail responses do take longer to calculate when compared with other digital channels. However, just because it takes longer, do not assume it will be a lot harder. With direct mail tracking now, you will know when recipients will get the mail in their mail box so you can plan on responses.
Sometimes we need to estimate what we believe the ROI will be on a project before it gets mailed out. This could be because shareholders want to know or even the “C” suite. Either way you will need to create your estimate to be as accurate as possible. Would you like to try an easy to use ROI calculator? Check this one out: http://www.getbrandwise.com/dm_roi.html
Don’t get bogged down in the numbers, yes ROI matters, yes the numbers are important, but once you set up your metrics in excel or some other program, you plug the numbers in for each campaign, then the calculations are automatic. From there you can extrapolate the information into usable bits. This will help you segment your data based on past buying habits. Sometimes you find a real jewel in the data when all of a sudden you have a group of people who bought one thing from you and then the next purchase they all bought another thing. This allows you to say to new people buying the first item that they may also be interested in item 2, thereby increasing the amount sold.
Direct mail can provide you with a real bang for your buck when done correctly. Your best bet is to team up with a mail service provider that knows how to help you get the ROI you need. Not all campaigns are the same and some industries require more work as there are many regulations that need to be followed, so find a provider that is already working with your industry and knows how to steer you away from potential problems. Start working on your ROI goals today.
If you have any questions call us In San Diego at 619-448-6111 or email firstname.lastname@example.org. We are glad to help!