Many people who aren’t very familiar with direct mail marketing perceive it as a strategy that isn’t very effective in today’s world. But what they fail to realize is that this underdog is actually a lot more efficient than practically any digital communication channel.
This also refers to the return on investment. It’s in fact a lot more shareable and has a very long lifespan in a vast majority of households (around seventeen days). Almost ninety percent of people between the ages of 35 to 50 find this marketing strategy to be very beneficial.
Of course, in order to fully maximize your ROI, you first need to understand various factors that contribute to it, and this article is going to focus on that as well (among many other things). So let’s dive into this topic a bit more!
Let’s Define Direct Mail ROI First!
There are certain calculations that need to be conducted that are going to help you better understand your return on investment as far as direct mail marketing goes. This refers to:
✔ Expenses concerning your campaign – You’ll have specific costs for your campaign, like creative (the ones that are related to designing and writing), postage, advertising, printing, list rentals, and programming. This should definitely be your first step.
✔ Cost per piece – You should split up your campaign expenses by the total amount of pieces that you sent. The ending result will depend on numerous elements, such as the type of paper you used, the complexity of your mail piece, your target audience, and many others.
✔ Response rate – Split up the total count of responses by the number of pieces you sent, and then multiply this number by 100. Keep in mind that the number you’ll get doesn’t necessarily need to guarantee that your campaign was successful or a total failure.
✔ ROI – Subtract revenue that’s generated by the mail piece from your campaign-related expenses, and then split up the campaign costs. Once that’s done, you should multiply that number by 100 to get an estimated ROI number.
Direct Mail Isn’t As Saturated As Different Marketing Channels Nor Does It Have Massive Competition
There’s no doubt that most digital marketing channels are currently very high in demand, however, this sort of popularity comes with huge competition, which isn’t the case with direct mail marketing.
In addition, the massive influx of these channels is only making people feel very overwhelmed. In contrast, there aren’t too many companies in the world that are utilizing bulk direct mail campaigns, or any other that’s related to direct mail marketing, which makes things far simpler for all the brands that do. Plus, don’t forget the fact that a vast majority of homeowners of all ages check their mailboxes on a regular basis.
If you take direct mail automation into account, you’ll gain a lot more power and control over your campaigns. And if you put all your effort and creativity into design and its content, great results are practically guaranteed!
People Will More Likely Remember The Items They Receive Through Direct Mail
If you’re trying to boost brand recall, then you should surely consider employing direct mail marketing because it’s something that many recipients easily remember and comprehend. How come, you’re probably wondering?
Well, that’s because direct mail doesn’t need too much cognitive effort in order to perfectly understand everything (which isn’t always the case with digital marketing). That’s precisely why it is an ideal alternative for any business that wants to raise brand awareness.
The bottom line is, if you want people to really remember your brand and every single thing that comes with it, then you should implement both personalized and physical direct mail that’s going to touch the hearts and minds of your consumers, and, concurrently, keep it in their thoughts all the time (or at least as frequently as possible).
With Direct Mail Campaign, You Can Easily Target Anyone
At first glance, you may think that things are going to be far smoother if you opt for digital marketing because it’s packed with a bunch of awesome tools, however, what you need to understand is that with direct mail marketing, you can target a certain group of people much faster, based on numerous factors, like demographics, salaries, etc.
In other words, you can practically send an effective message to households that are genuinely interested in your products and/or services. If you would like to be even more precise during this endeavor, then you should make use of mailing lists too! That’s something that will undoubtedly contribute to your return on investment.
You Must Craft Interesting And Eye-Catching Direct Mail Pieces
If you are yearning to maximize your ROI by leveraging direct mail marketing, then you must make engaging and compelling direct mails that are going to grab people’s attention in a flash, and, at the same time, boost your ROI.
This isn’t something that can be done in a matter of seconds. On the contrary, you need to put all your focus into different design elements, effective copywriting, and many other things that will encourage the recipients to employ your services and/or products, and drive conversions.
If you want to make sure you created direct mail pieces that are truly compelling and aesthetically pleasing, then these are the things that you must do:
❖ Your message must be crystal clear – Hardly anyone loves when they receive a message that’s too puzzling and long. Consequently, you need to ensure that the message you sent is perfectly clear and concise, to avoid any confusion, and, simultaneously, communicate your purpose.
❖ Grab their attention with stunning visuals! – Make use of top-notch pictures, illustrations, and graphics that will grab the consumer’s attention immediately.
❖ Interactive features are a must! – Don’t forget to add things such as pop-ups, scratch-off panels, and tear-off coupons to further boost engagement.
The only thing that can be concluded based on all the facts that were provided today is that direct mail marketing can really reach your audience and maximize your return on investments, but only if you take all the necessary steps you’ll have good results. So be wise!