Direct mail might be less common nowadays, but it’s still a highly effective way to reach customers outside of digital marketing.
- Direct mail marketing is any physical correspondence with your business customers.
- Direct mail is a highly useful and engaging marketing format because it allows customers to interact with a physical marketing piece.
- A successful direct mail campaign involves setting a goal, designing a CTA, choosing a format, and sending your mail.
- This article is for small business owners interested in creating a direct mail marketing campaign.
Today’s marketing channels are primarily digital, with email marketing and social media marketing growing in popularity because of their ease, reach and low cost. However, physical advertising can have a significant positive impact on your customers and bottom line.
Integrating direct mail marketing with your other marketing channels can provide your customers with a unique, personalized experience that helps your business stand out from the crowd. We’ll explore direct mail for business and share how you can create a successful, impactful direct mail campaign.
What is direct mail marketing?
Direct mail marketing is any physical correspondence you send to customers via mail to gain their business. If you’re sending mail to customers, you should include the following details:
- Something that identifies your business (like a logo or business name)
- A call to action (CTA)
- A way for customers to contact you (e.g., phone number, email address, website)
Is direct mail marketing still useful?
While it may seem that the entire world has gone digital, traditional mail still has a solid place in marketing. According to a 2020 MarketingCharts survey, direct mail can increase your return on investment (ROI) when combined with other marketing channels. Among survey respondents, 59% said that adding direct mail into a multichannel approach resulted in a good ROI. Another 7% said their ROI was very good.
The same was also true of target customer response rates. Among survey respondents, 69% said that adding direct mail resulted in a good response rate. Another 8% said their response rate was very good with direct mail marketing in the mix.