Reasons Why Direct Mail is Not Dead

REASONS WHY DIRECT MAIL IS NOT DEAD "response rates from existing customers B.% EVERYONE LIKES GETTING POST Business professionals suffer from inbox overload - and with just under 300 billion messages sent each day it's hardly surprising. Perhaps in reaction to the plethora of emails arriving every day, a study conducted by DIRECT MAIL the The Direct Marketing Association DMA) in April 2012 found that the response rate for Direct Mail to an existing customer averages 3.4%, compared to 0.12% for email“. Add to this the fact that receiving something interesting in the post is a bit of a novelty nowadays, and that the cost of printing smaller guantities of personalised mailers has fallen dramatically, and it seems like DM should definitely be back in contention for a slice of your marketing budget. E-MAIL DM + ONLINE INTERACTION = TRUE LOVE The DMA also says that print DM is a good way to drive digital interaction and that the move to digital marketing has actually driven more innovation in print DM, rather than killing it off. Being creative in your DM design helps to drive better results too and using 'dimensional mail rather than traditional flat paper in envelopes has been shown to get significantly higher response rates in the B2B world. Research has shown that Dimensional Mail: 20x has 20 times the penetrating power of flat Direct Mail! 75% boosts response rates by as much as 75%! 80% scores 80% or better in generating positive opinions among recipients! TOP 5 REASONS Direct Mail is highly targeted & speaks to recipients on a personal level. 2 Multiple formats make Direct Mail Campaigns versatile. 3 The results of Direct Mail can be measured without complicated analytics. Creating and executing a Direct Mail Campaign is simple, easy, fun and cost effective. 5 Direct Mail can be integrated with a number of different marketing mediums. MAKING THE MOST OF DIRECT MAIL So now that print DM is officially back on trend, how can you areate mailers that will get the response you want? FOCUSED TARGETING Don't mass send to everyone in your database. Be selective, develop the right messages and send only to the right people. Remember - this will only be successful if you've got good, up-to-date data lists. GET PERSONAL Use of first name just doesn't aut it anymore. You have to speak to the business pain your prospects are feeling or your mailer just wont resonate, no matter how pretty it is! DON'T GO IT ALONE Like all marketing channel, integration is the key and your amazing Direct Mail Campaign needs to be surrounded by other marketing activities for maximum impact. RETURN ON INVESTMENT Direct Mail activity delivered the strongest return with an ROI of £4.60. Its performance has proven considerably stronger than dients search and above the line activity. DIRECT MAIL. £4.60 AFFILIATES. £2.17 SEARCH. £2.00 AGGREGATORS. £1.90 RADIO. PRESS. £1.51 £1.30 ONLINE. £l.18 TV. £1.00 OUTDOOR. £0.82 HOW TO 'NAIL' DIRECT MAIL Make an integrated plan that surrounds your DM with digital actvities, so the mailer also areates a buzz online! Remember that, although the costs of a DM campaign may seem high compared to digital, if you get it ight the potential ROI is a lot higher too! Create a dimensional DM that has impact & go for small, targeted groups rather than blanket mails for better results! Sources: http://www.b2bmarketing.net/blog/posts/2013/09/10/direct-mail-its-not-dead http://www.huffingtonpost.com/barbara-moris/back-to-the-basics-why-di_b_3659032.html http://blog.marketscan.cO.uk/blog/bid/270760/Direct-Mail-Has-Risen-from-the-Dead http://www.centralmailing.co.uk/blog/direct-mail-statistics-2013/ W: www.centralmailing.co.uk T: 0500 170 501 E: [email protected] central cms mailing services Created By: Central Mailing Services Find us on: f in You Tube