Direct Mail Metrics
Direct mail has a long and illustrious history, and it still holds up as a viable means of communication. For instance, according to the Association of National Advertisers, direct marketing has an average response rate of about 50% higher than traditional ads, and the results can be even better when used in conjunction with other channels.
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In terms of metrics, however, direct mail is a lot of work. It requires the use of a courier service to deliver promotional material, and it is usually uninvited. However, in exchange for its time and effort, it is a very effective way of generating revenue.
The most important aspect of direct mail marketing is its ability to reach the right people. While it is true that it is possible to make your message reach hundreds or thousands of prospects, it’s much more effective to ensure it gets to the right people in the first place. This can be done by ensuring your mailing is sent via carrier route, which is a route chosen in a way that maximizes the chances of a recipient receiving your campaign.
If you are considering starting a direct mail marketing campaign, be sure to understand the three most important factors in making it a success. These include frequency, reach, and the ability to produce an effective call to action.
One of the more common mistakes is to send an unsolicited direct mail message to consumers who have not opted in. You must provide recipients with a clear and conspicuous opt-in opportunity. Likewise, your direct mail message must contain a clear and conspicuous call to action. A call to action could be a contest or promotion, or incentivizing a person to complete a survey online.
Another measure to consider is the amount of data that can be collected and used to improve your campaign. When sending a direct mail piece, you should always include two pieces of information: a name and a mailing address. By including the names, you can increase your response rates by as much as 135%.
A full market analysis of your local trade area can help you determine which prospects are ripe for the picking. Once you have found the demographics, you can use them to select a carrier route and begin targeting your mailings.
Lastly, you should be sure to find a direct mail marketing partner who can do the legwork for you. A good partner should be able to identify your budget and the most appropriate mailing option. They should also be able to provide you with concrete numbers based on an analysis of the data.
While it is easy to get overwhelmed with all the statistics surrounding the best way to send a direct mail message, the most effective strategy is to do it yourself. It may seem like a daunting task, but the rewards of doing so are well worth the effort.
One of the most exciting aspects of direct mail marketing is that it can be more effective than its digital counterparts. Millennials are the most avid consumers of print advertisements, and a study in 2020 revealed that 80% of millennials are highly attentive to direct mail.