Direct Mail Vs Email Direct Mail.
When considering the effectiveness of direct mail versus email direct mailing, one of the first questions to ask is “which is more effective?” The answer is simple. Direct mail is much more effective because the recipient is reading the material, while emails are only read on a screen. Furthermore, emails require the recipient to sign in to their account before they can see the messages. But there are certain advantages to both types of direct marketing.
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Direct mail is more effective than email direct mailing
One of the reasons direct mail is better than email for attracting customers is that most people are unable to ignore physical letters. The average person reads approximately 300 advertisements a day. While these can be distracting, the majority of people will read direct mail without skimming. Furthermore, people will likely remember the content of direct mail and will be more inclined to purchase after reading it. In addition, 93% of people will open a piece of direct mail, compared to 0.6% for email.
The primary reason why direct mail is more effective than email is that it is more tangible and builds brand awareness. While your recipients might not be interested in the current offer, they will recognize your brand name and may go to your website to purchase your product. Moreover, direct mail reaches all age groups, so it can be useful even if the recipient does not like the current offer. Also, it is more personal and emotional than email.
Timeline of direct mail campaigns
Direct mail campaigns take time to create, plan, and deliver. The timing of mailings should not be too early or too late, as recipients may not notice your upcoming sales or promotions. Although you can order a rush service to expedite your campaign, a five to ten-week timeline is still a good rule of thumb. While a white paper or special report may be delivered in a week, a postcard or direct mail piece will take up to four weeks.
Direct mail campaigns began in the 1800s. Aaron Montgomery Ward is regarded as the godfather of direct mail. In 1872, he published the first creative catalog, which included only a single page. These catalogs changed consumer habits around the world. Sears soon followed suit with his Sears Catalog and a series of other direct mail campaigns. But the history of direct mail doesn’t end there. It began as a small, Minnesotan watchmaker.
Creating a unique tracking device for direct mail campaigns
One of the most popular ways to track direct mail campaign response rates is by setting up call tracking. This method requires a unique tracking number for every direct mail piece. Call tracking is possible by using a toll-free number that reroutes to your business line. In either case, you can use the tracking device to track phone inquiries. Here are three methods to create a unique tracking number for your direct mail campaign.
Using a unique code for each mailing is a direct mail best practice. If you want to track individual responses online, you can create a customized URL that gives you reports on the overall results of your campaign and recipient-level response. Using a personalized URL for each mailing allows you to run multiple campaigns at the same time, allowing you to drill down and look at each response at a more detailed level.