Updated: Jul 13
Direct mailers, also known as physical mail or snail mail, refer to the traditional method of sending marketing materials through the post office. While the rise of digital marketing has led many businesses to shift their focus to email and social media campaigns, direct mailers remain an important and effective marketing tool. In this blog, we'll delve into the reasons why direct mailers continue to be a valuable addition to a company's marketing strategy.
First, it's important to understand that direct mailers have a higher response rate compared to other forms of marketing. According to the Data & Marketing Association, direct mail has a response rate of 4.4%, while email has a response rate of just 0.6%. Read more on that here!
This is likely due to the fact that physical mail feels more personal and tangible, as it is delivered directly to a person's mailbox. Additionally, people are inundated with emails and may be more likely to overlook or delete a marketing message. With a direct mailer, the recipient is more likely to take the time to read and consider the message.
Another advantage of direct mailers is their targeting capabilities. With the help of data analytics and customer segmentation, businesses can send highly personalized mailers to specific demographics or groups of customers. This allows for a more targeted and effective marketing campaign, as the message is tailored to the interests and needs of the recipient.
Direct mailers also have a longer shelf life compared to digital campaigns. While an email or social media post may be quickly forgotten, a physical mailer has a greater chance of being kept and referred to later. This is especially true for mailers that are well-designed and informative, as they can serve as a useful reference tool for the recipient.
Furthermore, direct mailers can be a cost-effective marketing method. While the upfront cost of printing and mailing may seem high, the overall cost per response can be lower compared to other forms of advertising. This is especially true for businesses targeting a specific, well-defined audience, as they can avoid the wastage that often comes with mass marketing campaigns.
It's worth noting that direct mailers can be integrated with digital marketing efforts for an even more effective campaign. For example, a business could include a QR code on their mailer that leads to a landing page with more information or a special offer. This allows the recipient to easily access additional content and helps to track the success of the campaign.
In conclusion, direct mailers continue to be a valuable marketing tool due to their high response rate, targeting capabilities, long shelf life, and cost-effectiveness. While digital marketing has its own set of benefits, direct mailers should not be overlooked as a powerful way to reach and engage with customers. By carefully planning and executing a direct mail campaign, businesses can effectively reach and connect with their target audience.