For business owners looking to implement marketing programs, many are under the belief that digital marketing medians have more cost effective programs and produce better results compared to direct mail marketing campaigns. But what most business owners fail to realize is that over 60% of people responding on a website were influenced by a direct mail piece, with the greatest influence on first-time shoppers, this according to a USPS study. Direct mail campaigns are still one of the BEST ways of getting your message in the hands of targeted prospects, so don’t be fooled by myths that are misleading and misinforming. Here are some common misconceptions about direct mail.
Myth: Reaching the most people should always be the number one goal of a direct mail campaign.
It may seem logical, but these days, the key to successful marketing campaigns comes with quality – not quantity — of viewers. So the thought that getting your message out to as many prospects as possible isn’t the best way to get the best response. The simple goal of any advertising campaign is to increase sales, so you can’t blindly distribute your marketing message and hope to get something in return. The capabilities of Direct mail campaigns have evolved in the last 10 years, allowing business owners to be more targeted and more personalized to the recipient, producing higher response rates. Targeting a more specific audience will allow you to save on materials, increase the quality responders and produce a higher ROI!
Myth: You can’t track response rates with direct mail marketing.
Many believe it is extremely hard to track response rates from direct mail marketing. This may have been the case with old school mass mailings, but now with personalized direct mail communications you have the ability to not only know who you are sending to, but how and when they respond. Campaigns using direct-in-dial phone numbers, tracking codes or personalized URLs can show you who your responders are and when they are responding, along with providing you information on how they want to be reached moving forward. These enhanced tools with direct mail allow companies the ability to engage their recipients in additional marketing messages via direct mail, email or social media, creating a true multi-level marketing campaign.
Myth: Putting an offer on your direct mail piece won’t help your response.
This is an outrageous myth. Not putting an offer or call to action on your direct mail piece should never be an option. You have to give your prospects a reason to contact you now and not later. You have done the hard part of reaching your prospect, now you have to get them to call you and offers will do that. Putting an offer on your piece gives your prospects a sense of urgency and definitely helps drive a higher response than just a blanket advertisement. Direct mail campaigns give you the ability to test your message and offer with your target audience to see what generates the best response. The only way to get the return you are looking for in any marketing mean is by hitting the right person, at the right time, with the right message. The Right Offer will directly impact your ROI!
Ultimately, direct mail campaigns will remain a viable method of advertising and should be a part of any Marketing Campaign. For more information about wholesale printing services, contact Modern Mail and Print Solutions.