November 9, 2020 — Most businesses believe that direct mail marketing is dead, it’s all online digital now right? wrong! Direct mail has a better response rate than email marketing, with 4.4% of campaigns receiving a response when delivered through the mail, compared to just 0.12% for email marketing.
For example, for content (in a campaign) that’s delivered to 1,000 people, 43 more people will interact with your direct mail than your emails.
This means that you’re missing out if you push your entire marketing budget into email or Google advertising, especially when direct mail can be more cost-effective.
Do you remember going to your mailbox, opening it up only to find a pile of what we all called junk mail? think about this now, when was the last time that you saw a pile of direct marketing mail in your mailbox?
This is an indicator as to why every door direct mail services are now resurgent in the 21st century, instead of competing with a vast collection of direct mail in people’s mailboxes, today we see very little. So when we do see direct mail today it now stands out.
Because there is so much less direct mail sent in 2020, people do actually read it, and some people actually look forward to receiving the odd direct mail piece, it makes interesting reading and often can be amusing.
While it may sit on a hallway table for a while, people these days will read those direct mail pieces that we all used to throw straight in the trash, quite simply because it is now less common and because it is less common, in reality, becomes outstanding.
But times have changed and the format of direct mail marketing has changed, just a telephone number or address was the norm, but in the digital age QR codes, web apps and web addresses leading to a contact form or an online shopping page should be the target, although for larger purchases such as vehicles and furniture, then the phone number and address are still important.
But remember today’s online presence is ultimately important, and direct mail can and does increase online traffic, look at it as combining traditional bricks and mortar print marketing with online digital marketing. They complement each other, in fact, direct mail can form the basis for a higher return on advertising spend, because it is comparatively inexpensive now when compared with Google Advertising.
Checking the cost of one click to a lawyer search (business attorney) in the Google keyword planner only yesterday, just for one click to a website (not a sale) Google wanted $85.15 and I repeat $85.15 for one single solitary click, some clicks for medical negligence were over $200.00 for one click!
Digital marketing agencies know that the average conversion rate from Google Ads clicks are between 10 and 20% which means for a law firm to get one client they would need to spend at least $425.00 and probably more, even with very highly optimized landing pages for that traffic to go to, and there lies another cost.
So the answer to that burning question is that every door direct mail is working better today than it ever has, especially during the current climate where many people are working from home.
MidAmerican Printing Systems in Chicago is a specialist direct mail printing and mailing service that also handles fulfillment from their warehousing in Chicago. The business is a well established commercial printing company that has stood the test of time since 1985.
Jerry Freund heads up MidAmerican and told us ” There has been a huge growth in demand for direct mailing service, so much so that we now have a dedicated department for direct mail design, printing, and mailing. With demand so high now we also offer clients warehousing and fulfillment facilities at our premises near Chicago’s O’Hare International Airport.”
Mr. Freund has provided some tips to help you get the best out of direct mail marketing.
All too often direct mail designs can be well-intentioned, but the company knows right off the bat, the well-intentioned design simply won’t receive the response you would require.
After several revisions with a specialist design team, you will arrive at a compelling, ready-to-rock campaign sure to make the phone ring or your website come to life.
An expert direct mail design team will move basic ideas from simply “printable” to awe-inspiring, but the process takes time. In an effort to hit the nail on the head in the first go-around, we’ve put together some tips for designing a direct mail campaign that’s sure to sell.
Direct Mail Marketing Tips
Don’t Be Too Wordy
You have a story to tell, we get that, but please remember consumers have a short attention span when it comes to sorting the mail. Your opportunity to enrich and enlighten begins after they’ve responded to the small stuff. Grab their attention, give them the highlights, and give them a simple step to respond. Too much text on the page and an unclear call to action are the most common issues we see with new direct mail campaign designs.
Focus on Value
Imagine you’re shopping for a new home. The realtor or developer launches into a long-winded speech about the size of nails used or the fact the crawl space under the home is free of rocks and debris, should you crawl under there once in the 30 years you live there. Most homebuyers’ eyes would glaze over; what you want to know is why is the way the home is constructed better for my family and lifestyle.
The same is true for crafting that message to the prospective customer: show them the value your product or service brings in a simple and succinct way.
Incentivize With An Offer
No, you don’t need to take a loss on each sale through the campaign, but instill a sense of urgency for them to respond. An example might include a carpet cleaner offering to clean two rooms for the price of one for new customers. The cost isn’t in the materials, it’s the travel and set-up time for the equipment, making this deal a win for the buyer and seller. Another offer might be a low-cost add-on for purchase, such as a wall-mount with the purchase of a television. Wouldn’t you say selling that $1,200 television is worth the mark-down of a $49 wall mount?
Ensure your logo, colors, fonts, and tagline are consistent between all mediums your prospect may encounter your business. Seems simple, right? Ever been through a re-brand with your company and not want to re-order collateral or business cards until the box of 3,000 is used up? Prospects don’t know your backstory, so seeing two logos or taglines may cause them to question whether they’re dealing with the same business.
When a prospect responds to your campaign, whether it’s an email, phone call, website form-fill, or walks in your store—follow up with them. Make those engagements a priority.
If you’re looking to launch a new direct mail or multi-touch campaign, give us a call. Our sales and design teams are happy to help you craft the perfect message for your audience. We’re equipped to take your design (or idea) from sketch or screen through print and mailing fulfillment. Have an idea for a campaign? Give us a call or visit our website for more information.
Contact MidAmerican Printing
MidAmerican Printing Systems
3838 N River Rd, Schiller Park, IL 60176
Phone: 312 663 4720
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Source: 38 Digital Market News
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