13 Nov Direct Mail Marketing Strategy
Direct Mail for Small Business
Many small business clients think direct mail is dead, opting instead for an online only marketing approach. In a growing number, they eliminate direct mail because they think the digital medium is the best way to reach their target market given the increasing number of online searches for products or services.
Even though online marketing strategies can be very effective and should be part of the mix of marketing strategies for any small business owner, I also advise my clients to explore direct mail as another way to reach their customers. I recommend a direct mail assessment so that we can determine if direct mail is feasible for their business.
The reason I recommend that small business owners and others consider direct mail, is because one cannot dispute the fact that even in a digital world, direct mail can be a very powerful medium. Direct Marketing Association (DMA) recently released their 2012 Response Rate Report which supports the notion that direct mail can be more effective than email marketing. Their report indicates that even though Direct mail response rates have dropped nearly 25% over the past nine years, mail campaigns “still draw a much better overall response than digital channels.” DMA gives this example: “response rates for direct mail to an existing customer average 3.40%, compared with 0.12% for email, which is roughly a 30-fold difference.” The report further breaks down some details of importance: “Direct mail response is 3.40% for letter-sized direct mail to a house list, and 1.28% to the general public or a prospect list. This compares with email response rates at 0.12% and 0.03% respectively.”
Reflect on your own experience with direct mail such as letters, postcards, inserts or brochures. Many people look forward to receiving their daily mail, and most sort through it immediately the day it is delivered. Compare this to email promotions, or social media activity, which may or may not reach the intended recipient, and may or may not get opened or read completely.
If done well; targeting the right audience, with the right message, at the right time, with a return on investment that makes sense, direct mail could be a viable option for your small business marketing plan.
Contact us if you’d like a direct mail assessment at 781-325-8186
To learn more about the direct mail report go here: DMA 2012 Response Rate Report