Direct Mail Advantages

With many media options available to you, why should you choose direct mail? Consider this. What’s the first thing you do when you get home from work? If you’re like most people, you grab the mail and look through it. Before you turn on the television, before you read a magazine or newspaper – before you do almost anything else. If I had to guess, you aren’t looking for bills! Mail is the most intimate, personal media option because it communicates directly to you.

You are compelled to read your mail because you know it contains information that you want to know, need to know, or simply find interesting or useful. No other media option has the same pull or the same impact.
You can hold it in your hand, take as long as you need to review it, and it doesn’t disappear after 30 or 60 seconds like broadcast media. You can even file it away if you want to refer to it later.

Some Statistics

  • Over 50% of all mail is immediately read every day
  • An additional 20% is looked at
  • 5% is set aside for later review

 

LESS THAN 16% IS DISCARDED WITHOUT BEING READ OR LOOKED AT

By definition, I would call the 16% that was not read “Junk Mail” because the message was not relevant to the person it was sent to! With a strong message and careful targeting, there is a strong chance your mail will be read by the right person.

Now consider this…

Households are twice as likely to read a piece of mail if it comes from a company or organization they have heard of before and over three and a half times as likely to find that information useful. Furthermore, 80% of revenues each year come from the client’s existing mailing list. While identifying new prospects is always important, never neglect your core business.

With the use of highly targeted mailing lists, direct mail is the most cost effective media option.
The beauty of direct mail is that it can be targeted  to a very specific audience. Consider how cost effective direct mail is at getting the right message to the right person.

Broadcast media is ideal for branding a product or service when you are trying to reach a large demographic or everyone in an area. But when you need to reach a very specific segment of the population, broadcast media becomes very costly because of all of its wasted reach.
Without question, direct mail is an integral part of every marketing campaign. In fact, it’s the fastest growing media option because of its ability to achieve cost effective, measurable results.

So once you’ve decided that direct mail is the right media choice, how do you make sure that what you send gets read?

Targeting

Start by deciding exactly what your goal is. Then, design a piece that will cut through the clutter, grab the reader’s attention, and achieve your marketing objective. When designing a direct mail postcard, we follow one simple formula. Make the front interesting enough to get the reader to turn it over, and make the back compelling enough to visit your showroom, call for more information or go to your website.
Consider this. The following formats performed best in the category for pieces immediately read:

Postcards
76.1%
Letter-size envelopes
74.3%
Larger-than-letter-size
71.8%
Flyers
67.7%
Catalogs
67.1%

 

What’s interesting about this information is that the least expensive format is also the most effective! No matter what format you choose, remember that you have about a half second to grab someone’s attention. All it takes is a clear understanding of your marketing objective, a well-thought out message, and some creativity. Then you can successfully use direct mail to affordably accomplish your advertising goals.