Traditionally, Direct Mail has gotten a bad rap from the days of “spray and pray” where large amounts of advertising pieces were produced and sent out to many people in hopes of finding the right target. But, I’m happy to report that Direct Mail industry is finally catching up to digital by means of data analysis and targeted execution.
As email marketing rose in popularity with marketers, so did the amounts of data that could be collected. Today, a lot of decisions are analytics-driven, and this useful customer data is also being harnessed to refuel a direct mail revival putting it back into the marketing mix of many companies.
The more customer data you have, the better your direct marketing campaign results will be, used wisely of course. How you ask? Combing the targeting ability that email offers with the prospective power of advertising can provide two big advantages over other channels.
What I love about Direct Mail is that there is always some type of action required by the recipient. They must scan the piece to decide if they want to keep it, or throw it away. It might not seem like much, but there is a big advantage to “forcing” prospects to make a decision about what they have received. (This is where email succeeds and digital advertising falls flat). When was the last time you read a digital ad? I’ve been seeing a lot of articles lately regarding the lack of transparency when it comes to digital ads, which is really starting to tarnish the digital ad industry.
What most marketers like is the ability to tie analytics into acquisition. This is where email lacks, and the power to prospect just isn’t there. Direct Mail is able to harness real transactional data in order to optimize lists and identify a prospect.
But, don’t just take our word for it. The Data and Marketing Association reports that the response rate for direct mail is at 3.7%, as compared to email at .12%, and digital display ads at .02%. Now that is data that speaks for itself.
Make sure your company is harnessing data and using Direct Mail to its best ability to keep repeat customers and to get those prospects. Mount Vernon Printing would be happy to refuel your marketing mix with the help of Direct Mail.
Photo: Courtesy of launch-marketing.com