When someone’s drowning, do you throw more water in the pool, or do you throw them a flotation device? We vote the floaty. In the same vein, with the rising tide of emails your prospects’ faces, why throw more at them?
Direct mail is the perfect way to break free from that digital tsunami and reach prospects and customers. But to use direct mail well, you have to believe in its potential. That’s why we’re taking a minute to debunk the myths we hear when it comes to this life-saving channel.
Reality Check: Au contraire, sweet reader. Direct mail has a response of 4.4% in comparison to email’s rate of .12%. That’s a 366x difference. And in a world where it’s nearly impossible to reach prospects, those are the kind of numbers you should be taking advantage of.
Reality Check: Perhaps back in the day that was true, but this ain’t ya gramma’s direct mail. In today’s world, there are technology solutions for every business need you can think of, and direct mail is no exception. Gone are the days of bribing your staff to stay late for “envelope stuffing parties” with pizza and beer.
Reality Check: Every once in a while you get an email that is personal beyond a simple “Dear John,” header. And when you do, you notice. Direct mail has the potential for the same variable data, and can include the names of your prospects, their title, industry, company and more. How personal you want to get is completely up to you.
Pro tip: Want to really bring home the power of personalized direct mail? Pair it with a personalized email that has a corresponding message and references the direct mail piece you sent.
Reality Check: While direct mail may seem like it’s going to cost you a few pennies, that’s not the case when you consider your return on investment (ROI). We’ve seen clients crush their numbers with successful mail campaigns that earn them 1500% ROI. (Seriously, they did.)
Pro tip: This is why it’s so important to have direct mail campaign goals outlined before you get started. Knowing aspects like how much you want to make for each dollar you spend, or how many prospective customers you hope to gain will help you measure the success of your campaign.
Reality Check: What do you think this is, 1999? While we miss the music, we don’t miss the outdated mailing capabilities (or frosted tips).
Remember earlier (as in three paragraphs ago) when we mentioned that direct mail can be automated? That’s because direct mail can now be a fully integrated part of any email campaign, with the right software. Most people think of email when they envision marketing automation, but the reality is that direct mail can be a triggered step in any automated campaign, just like digital.
Reality Check: Tell that to the scads of companies who are tracking their direct mail without blinking an eye. Along with the ability to integrate direct mail comes the ability to track it. Marketing automation software allows you to report on ROI, response rates and more when it comes to direct mail. You can see when pieces are delivered, which ones are working, and even test different aspects of your piece (such as content, calls to action, or visual style).
You have the ability to reach out to prospects with a tangible, stand out piece that will lead them to your company and help meet their business needs. Don’t let outdated myths keep you from trying one of the most effective marketing channels available.
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