Myth 1: Low Response Rate
Studies show that direct mail has a 4.4% response rate. Which is significantly higher than the .12% average response rate of email marketing campaigns.
Myth 2: Direct Mail Can’t Be Personal
With the introduction of variable data printing you direct mail piece can be extremely personalized. It no longer costs a lot to add a personal greeting to a mail piece. You can even personalize a mail piece based off a customer’s buying history. For example, you can include information on a sale item that a particular customer frequently purchases.
Myth 3: Direct Mail Is Expensive
In the past when all printing was run on offset presses a direct mail piece could become very expensive unless you were willing to buy thousands of pieces. Now with the industry turning increasingly towards digital equipment you can run much smaller quantities for a much smaller price. Direct mail is going to cost more than email marketing, but studies show that the average ROI on a mailing campaign is significantly higher than for an email campaign. The cost may be more upfront, but the payoff will be better with the higher response rates.
Myth 4: Direct Mail Is Complicated
When people think about running a mailing campaign they think it sounds overly complicated. This is simply not true. A good printing company will have access to hundreds of lists that you can mail to. Most can even design you a piece after collecting your information and have it printed and mailed in a week or two. It is a very low hassle project.