Direct mail is a tried and true marketing method that consistently yields favorable results. With an average response rate of 5.1%, direct mail exceeds both online ads (0.2%) and email marketing (0.6%) by a landslide. Despite the positive return, many marketers overlook direct mail in favor of digital advertising with intricate analytics.

When digital ads hit the marketing scene direct main dropped off like an anchor. The main reason was measurement and trackability. How would a company estimate ROI with mail campaigns? Digital provided the exact answer for measuring views, actions and engagements while mail remained a mystery. Because of this, direct mail was predicted to be completely replaced by its digital counterparts. However, these predictions never panned out and direct mail remains in the top 3 most used marketing avenues. In fact, a recent survey conducted by the Data and Marketing Association reveals 50% of marketers plan to implement direct mail in the next 12 months.   In a recent report by the Data and Marketing association, 50% of marketers plan to implement direct mail in the next 12 months.

The drawback of direct mail has always been the upfront cost. This can be diminished by creating and designing in house. The added cost is worthwhile, direct mail has an estimated ROI of 29%, nearly double the 16% ROI of online display ads. A study conducted in 2013 concluded for every $167 US advertisers spent on direct mail they sold $2,095 worth of products.

Personalization increases the ROI of direct mail even more! Simply adding the recipient’s name increases response by 135%. Adding a name plus a simple piece of information such as neighborhood or a hobby can boost those rates to 500%. The numbers don’t lie, direct mail consistently provides a reliable, positive return.

One common concern is tracking campaigns and progress. This is easier than it seems.  By including a specific URL on each mail batch you can track the resulting page views to monitor response. Results show the campaign’s ROI and can be used to split test for even better results.

Gone are the days of separate mail and internet campaigns. By using revolutionary marketing techniques like retargeting, marketers can reach the same client on multiple platforms. Use Google retargeting to show ads to people who have visited the URL presented on your mailer. Or, start a retargeting campaign using the email or mailing address of your prospects. This familiarizes the brand without diluting the message.

Direct mail is a valuable marketing tool advertising agencies should consider. With consistent response rates and one of the highest ROI’s in the industry, direct mail is a crucial part of any marketing strategy. Have more questions about the effectiveness and value of direct mail? Give us a call today to see how Push360 can help grow your business!