Receiving mail in your physical mailbox seems old fashioned. This is the reason why some recently established businesses opt not to send out physical letters for marketing purposes. However, shared direct mail can be a cost-effective method of marketing, especially in developed nations with stable post offices.
Direct mail offers a direct response
Nowadays, consumers respond better to physical letters compared to emails because the internet is saturated with marketing messages for all kinds of products and services. According to a study conducted by the Direct Marketing Association (DMA), direct mail received a response of 4.4%, which was higher as compared to 0.12% that email received. Generally, when you send direct mail, the chances of getting a response are 30% higher than you would receive if you sent an email.
The emails inboxes for most people have too many messages. Therefore, an excellently created advertisement can have more perceived value in tangible form. Even though people appear to be addicted to the internet, the human brain is wired to handle physical objects that even virtual reality can’t replicate.
Direct mail and the youth
The millennial and Gen Z generations highly depend on digital devices and the internet. Therefore, most advertisers view letters as having a poor impression on the youth. However, this is not the case. According to a recent Gallop poll, up to thirty percent of millennials still create time to check their physical mailboxes, and they also anticipate receiving letters. Sending letters to this group of people is worth the effort, considering that they will be dominating the market share for many years to come.
Tips for sending direct mail
Note that direct mail marketing comes in two facets, namely standalone mail and shared mail. You can use either of the two options effectively. Both options can be useful. The factors that determine the option to use include your budget, needs, and the kind of marketing coverage you want.
Shared mail is a mailing method that allows you to share space with other people who are marketing their businesses. One of the benefits of using this method is that it is cheap because the advertisers share the mailing cost. In this option, your advertisement is displayed along with the ads of other advertisers. Shared direct mail also reaches many people. This method can be the best option for startups that require broad coverage.
On the other hand, standalone mail is a mailing option where you have all the space by yourself to market your business. You can use this space to leave a long-lasting impression on the mail recipients. In this option, you will have to create a mailing list to send the mailing. When you include the logistics of creating advertisements and submitting them, you will find that it is very costly.
There are various mail advertisements. The most popular include flyers, brochures, letters, and postcards. In the US, all advertisers are given direct mail mapping to assist them in making plans for their campaigns.
Conclusion
If you have a startup, the best option to market your business is through the shared direct mail since it is not only cheap but also has broad coverage that cannot be matched by newspaper ads. The chances are that people who have joined the marketing business lately have realized the weak barrier between real-life and online-focused businesses. If you own an internet-based company, this should not prevent you from advertising your business from the so-called old-fashioned marketing methods because they are also useful.
