The new year is a upon us and with it comes many new decisions for your business. How will you spend your marketing budget for 2019? Should you consider direct mail? Although many people will tell you that direct mail is dead and that digital is the absolute way to go, this may not be true. In fact, recent trends show that direct mail may just be poised for a comeback. National studies show that direct mail returned with a 4.25 – 5.0% response rate compared to digital retargeting ads at .7%. There are multiple reasons for this resurgence in effectiveness.
- Targeting Data
It is now easier than ever to segment the market. With advances in data collection over the past few years it is now possible to clearly define your target market and only mail to those locations. The data is extremely specific and if you know who your target is then there is a mailing list for them.
The printing industry has seen its share of advances over the past few years as well. And one of those areas has been variable data. It is now easier and cheaper than it has ever been to personalize mail. You can send out an entire mailing campaign that has your customers name printed throughout the brochure or even has the customers most frequently purchased items. This process used to be expensive and time consuming but with the new tech in the printing field it is now a very simple process.
The third reason for such a high response rate for direct mail is simply competition. In the past mailboxes were stuffed to the brim with advertisements and flyers. Then digital marketing boomed and now our emails are loaded with ads. The average person receives so many email ads a day they hardly pay attention to any of them. With this shift in approach an opportunity presents itself. The average home receives less mail than ever these days and so the competition for your target’s attention is lower. People are responding to direct mail because they are receiving so much less of it. It is much easier to stand out in a mailbox now than in an email blast.
These three reasons are just some of the explanations why direct mail is seeing a marketing industry revival. It being easier to personalize and having less competition presents a unique opportunity for businesses to capitalize on their target market.