Top 13 Advantages of Direct Mail Advertising
As a business owner, you know the importance of effective marketing strategies.
In all reality, we would need to write a book to cover all of the advantages of direct mail advertising, so instead, we will cover the top 13!
Direct mail creates a tangible connection with customers, offering a level of engagement that digital methods can’t replace.
1. Direct Mail Is A Lot Simpler Than 10 Years Ago
With advanced technology, direct mail processes are now more streamlined than ever, allowing you to create and send personalized campaigns effortlessly.
Compared to other marketing channels, direct mail eliminates the need for managing content calendars, responding to comments, or constantly creating new digital content.
With direct mail, there is no need to monitor social media accounts or worry about algorithm changes.
You don’t need advanced technical skills or complicated software to get started. There are several tools that allow you to design your mail piece, print it, and send it out.
This ease of use allows you to focus on creating a compelling message and reaching your audience without the hassle of navigating complex digital platforms.
Direct mail’s simplicity lets you focus on what you do best: serving your clients and growing your business.
2. Cost-Effective Direct Mail Campaigns Yield High ROI
Direct mail marketing is cost-effective because it involves a straightforward pricing structure.
Unlike some digital marketing channels, where businesses often face fluctuating costs due to continuous optimization and variable ad placements, direct mail expenses are more predictable and manageable.
With digital ads, businesses must frequently adjust budgets for targeting, monitoring, and ad performance, which can add up over time.
In contrast, direct mail costs are typically confined to creation, printing, postage, and distribution, which generally stay the same for long periods.
A recent report shows that for every dollar spent on direct mail marketing, companies can expect an average return of $4.09 in revenue. This high ROI demonstrates that direct mail is not only effective but also a cost-efficient marketing strategy.
Direct mail’s consistent costs and high returns make it a highly cost-effective choice for businesses aiming to achieve substantial returns on their marketing efforts.
3. Direct Mail Can Be Automated
Automation takes your direct mail marketing to the next level.
With automation tools, you can schedule your mailings in advance, creating a consistent communication strategy without manual intervention.
For example, dental practices can automate appointment reminders, real estate agents can send out mailers about their role as neighborhood experts, and retail stores can promote seasonal sales.
The process is easily automated, allowing you to maintain regular contact with your audience without the need for constant oversight.
This intentional timing ensures your audience receives your messages at the right time, which enhances engagement and response rates.
By incorporating direct mail automation, you ensure that your marketing remains consistent and effective, allowing you to dedicate more time to other crucial areas of your business.
Wise Pelican makes it easy to create a “set and forget it direct mail campaign” that allows you to schedule and automate your direct mail. We want you to spend less effort doing direct mail.
4. Direct Mail is a Less Competitive Marketing Strategy
Because not everyone is using it, one of the incredible benefits of direct mail is that it stands out among the sea of advertising channels.
On average, people see between 6,000 to 10,000 digital ads every day. According to the United States Postal Service, the average American household receives about 38 marketing materials per month.
This means your marketing materials are more likely to grab attention.
While inboxes are flooded with emails and social media feeds are saturated with ads, a well-designed direct mail piece can make a solid and lasting impression.
This reduced competition allows your message to shine, increasing the chances of engagement and response from your target audience.
42% of recipients read or scan the direct mail they receive.
Third Angle
5. Direct Mail Generates High Open Rates
Email marketing campaigns across various sectors show that click-through rates (CTR) generally hover around 2.6% on average.
However, direct mail advertising often achieves significantly higher open rates. According to the Data & Marketing Association, direct mail boasts an impressive open rate of around 90%.
Compared to digital ads, which can be easily ignored or blocked, direct mail offers a more personal and engaging approach, leading to better overall performance.
Direct mail also boasts a high engagement rate, with 42.2% of recipients reading or scanning their mail.
Direct mail’s tangible nature compels recipients to interact with it, resulting in consistently high open rates. This physical interaction ensures your message is seen, increasing the chances of engagement and response.
6. Direct Mail is Tangible
Another advantage of direct mail advertising is that it’s something your audience can physically hold.
Unlike digital ads, direct mail pieces create a real connection.
When someone receives a postcard, brochure, or letter, they’re more likely to pay attention to it because it’s right there in their hands.
You can get creative with your direct mail materials to make a lasting impression.
Some great ideas for you are sending calendars, magnets, or custom notepads. These valuable items keep your brand visible for months.
Sports fans might keep NBA or NFL postcards, displaying them on their refrigerators and keeping your message in sight.
Adding coupons, promo codes, or samples makes it even more appealing and encourages immediate action.
100's of Professional Real Estate Mailers
7. Direct Mail Can Be Personalized
One key advantage of direct mail advertising is the ability to personalize messages.
Unlike generic digital ads, direct mail can be customized specifically for the recipient.
You can use their name, address, and purchase history to create a more engaging and relevant piece of mail.
For example:
- A financial advisor can send personalized investment newsletters based on the recipient’s portfolio and financial goals.
- A spa can mail out customized promotions for services that the recipient has previously enjoyed.
Personalization is possible because of data collection and customer relationship management (CRM) systems.
By tracking customer interactions, purchase history, and preferences, businesses can gather valuable insights about their audience. This data allows for the creation of highly targeted direct mail pieces that speak directly to the recipient’s interests and needs.
When people receive mail that speaks directly to them, they are more likely to pay attention and respond.
8. Direct Mail Can Be Highly Targeted
Another benefit of direct mail advertising is the ability to target specific audiences.
Direct mail allows you to reach the exact demographics and geographic areas you want to engage in.
By using detailed customer data, you can create highly targeted mailing lists that include factors such as age, income, interests, and location.
For example:
- A luxury car dealership can send direct mail pieces to households with higher incomes in specific neighborhoods.
- Real estate agents can target prospective home buyers with postcards about new listings in their preferred areas or send mailers to homeowners about their services for selling properties.
This level of targeting ensures that your marketing efforts are directed toward those most likely to be interested in your products or services.
It increases the relevance of your message, making it more effective and increasing the likelihood of a positive response.
By focusing on specific audiences, you can also optimize your marketing budget, ensuring that your resources are spent on the most promising prospects.
This precision in targeting not only improves conversion rates but also enhances customer satisfaction by delivering content that resonates with their needs and preferences.
“Just Listed” letters are a foundational tool in real estate marketing, and their effectiveness in building brand recognition and generating interactions with potential sellers cannot be overstated.
9. Leads From Direct Mail Have High Intent to Convert
Direct mail advertising effectively generates high-intent leads across various industries.
The effectiveness of direct mail advertising is evident in its ability to drive purchases. According to NerdWallet, 62% of consumers who responded to direct mail made a purchase.
For example, direct mail recipients spend 28% more money than those who do not receive direct mail, indicating a strong intent to convert among these leads.
By applying these strengths to marketing efforts, businesses can ensure that their direct mail campaigns effectively reach and convert a significant portion of their target audience, maximizing return on investment (ROI) and driving business growth.
Consumers remember a brand after receiving direct mail 75% of the time, a significantly higher recall rate when compared to digital ads.
10. Direct Mail is Memorable
You know that feeling when you open your mailbox and find a colorful postcard or a handwritten letter?
It’s different from the endless stream of digital notifications.
You can hold it in your hands, feel the quality of the paper, and appreciate the design. This physical interaction makes the message more memorable.
Direct mail has a unique way of making you feel special and noticed.
Direct mail stands out because it’s tangible.
11. People Keep Direct Mail in Their Homes
On average, mail remains in households for 17 days, providing repeated exposure and increasing the likelihood of conversation., unlike emails that can be deleted in seconds.
This constant visibility helps reinforce the message and makes it more likely that you’ll act on it.
Think about receiving a handwritten thank-you note from a business you recently visited. That personal touch makes you feel appreciated and remembered.
Similarly, businesses can send out custom calendars or magnets with their branding. These items stay in homes or offices, keeping the brand in the recipient’s mind every time they see them.
In a world where our screens are constantly bombarding us with information, a piece of direct mail feels like a refreshing change. It grabs your attention and gives you a moment to pause and consider the message.
CALLOUT When customers repeatedly see your brand’s logo, colors, and messaging in their mail, it reinforces their recognition and recall of your brand.
12. Direct Mail Builds Trust and Brand Recognition
Direct mail has a unique ability to build trust and brand recognition in ways digital channels often can’t match.
According to an Edelman survey, 81% of consumers need to trust a brand before they consider purchasing from it.
Direct mail, with its personal touch, plays a significant role in establishing this trust.
Consistency in brand presentation through direct mail helps build recognition. A study by Lucidpress found that consistent brand presentation across all platforms can increase revenue by up to 23%.
13. Direct Mail is Measurable
One of the biggest advantages of direct mail advertising is its measurability.
Direct mail campaigns can be tracked using various methods, such as unique coupon codes, personalized URLs (PURLs), QR codes, and dedicated phone numbers.
These tools help measure response rates and conversion rates accurately.
For example, a campaign might include a QR code that leads to a specific landing page, making it easy to track the number of recipients who scanned the QR code and took action.
In addition, direct mail offers the ability to perform split testing (also known as A/B testing).
Marketers can test different versions of their mail pieces to see which ones perform better. They can send two versions of a postcard with different headlines or offers to see which one generates a higher response rate.
This data-driven approach helps optimize future campaigns for better results.
Bottom Line
Adding direct mail to your marketing mix brings unique advantages in customization, cost-efficiency, and engagement rates, which can increase leads and ROI.
Wise Pelican stands out by offering easy-to-use templates, automated mailing services, and affordable pricing.
With no minimum order requirements, our user-friendly platform simplifies the process, allowing you to design and send targeted mail pieces effortlessly.
Wise Pelican’s dedicated customer support is always ready to assist, ensuring you get the most out of your direct mail efforts!
Direct Mail So Easy It Feels Cheating
No hassle, just results. That's the Wise Pelican promise.
- Attention-grabbing, professional mailers.
- From design to delivery, we do it all.
- Easy process with full support.
Kirk Weingartens
Ravi Homes
“It's absolutely something you're gonna want to do if your in the real estate business.”
| 10x ROI | 6 Listings | $100k GCI |
Ledeen Hangen
Realty One Group, Lowcountry
“I would not be where I am today had it not been for Wise Pelican and their guidance.”
| 6.6x ROI | 14 Listings | $150k GCI |
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Eric Kirkwell
Heart and Home Orlando
“It's very easy for us on our marketing budget to say this how much we're spending and this is the return we're getting, and the ROI has been 10-to-1.”
| 10x ROI | 12 Listings |