It’s not uncommon for a digital marketer to steer away from direct marketing. But consider this – direct mail receives the highest ROI of 112% across all marketing channels, including SMS, email, and paid search.
Should you then pick one over the other? No. Instead, savvy marketers create a holistic omnichannel strategy, incorporating direct mail alongside digital marketing channels.
As a direct mail automation platform, we know the ins and outs of direct mail. In this post, we’ll explore the benefits of direct mail marketing and help you create and send direct mail that delivers results.
What we’ll Cover:
- Direct Mail for Digital Marketers: 10 Things You Must Know to Create Successful Direct Mail Campaigns
- Get Started With Direct Marketing Using Postalytics
Direct Mail for Digital Marketers: 10 Things You Must Know to Create Successful Direct Mail Campaigns
Direct mail is a completely different game than digital marketing. Here are 10 nuances you must understand.
1. Direct Mail Advertising Offers Tangibility and a Personal Touch
Digital marketing can often get lost in the noise, reaching full inboxes or getting missed among all the other advertising that bombards potential customers.
When recipients hold a physical direct mail piece, they experience a real connection with the brand. This interaction with the brand makes the message more personal and memorable. Unlike an email that can be easily deleted, a postcard or brochure physically remains with the recipient, increasing the likelihood of engagement.
Direct mail advertising can also be customized with variable data printing, making each piece unique to the recipient, just like a gift tailored to their preferences. For example, you can customize product suggestions based on previous purchasing history. This personal touch helps build strong customer relationships and leaves a lasting impression.
2. The Power of Targeted Mailing Lists
Targeted mailing lists help businesses reach specific audiences with tailored messages sent via direct mail marketing. These lists are compiled based on various criteria, such as demographics, behaviors, interests, or geographic locations. By narrowing the audience, companies can focus their direct mail marketing efforts on those most likely to respond, improving response rates and return on investment (ROI).
For example, a business selling eco-friendly products can create a targeted mailing list of consumers interested in sustainability. Instead of sending generic promotions, they can craft personalized direct mail marketing that resonates with this audience’s values.
If you have insufficient data, you can purchase mailing lists from verified providers like Postalytics.
3. Types of Direct Mail Marketing Campaigns
Direct mail marketing comes in various formats and types, each serving different marketing goals. Common direct mail pieces include:
- Postcards: Simple and cost-effective, great for announcements, promotions, or reminders.
- Brochures: Offer more space to explain products or services in detail.
- Catalogs: Ideal for showcasing a range of products, often used in retail or seasonal promotions.
- Letters: Personalized and formal, often used for direct appeals or fundraising.
Some of the most common campaign types include:
- Acquisition Campaigns: Target new customers with special offers.
- Retention Campaigns: Focus on engaging existing customers through loyalty rewards or updates.
- Reactivation Campaigns: Designed to win back inactive customers with enticing offers.
4. Designing For Print Vs. Digital
Designing for print (direct mail) and digital channels involves different approaches due to the nature of each medium. Here are the key differences:
- Resolution: Print requires high-resolution images (300 dpi) for clarity, while digital designs can work with lower resolution (72 dpi).
- Color mode: Print uses CMYK color mode for accurate color reproduction, while digital designs use RGB.
- Dimensions: Print designs must consider exact dimensions and bleed areas to ensure elements don’t get cut off. At the same time, digital designs are more flexible with screen dimensions.
- Typography: In print, fonts must be legible in smaller sizes. Digital designs allow for interactive fonts and hyperlinks.
- User interaction: Print is static, focusing on layout and readability, while digital designs can include interactive elements like animations and links.
- Medium longevity: Print designs have a physical presence and longevity, while digital designs can be updated frequently.
5. Understanding Mailing Costs and ROI
Direct mail marketing costs include several components: design, printing, postage, and mailing services. Costs can vary depending on the size, type of mailer (postcards, brochures, etc.), and the number of recipients. You can subscribe to platforms like Postalytics that can help you do everything from direct mail creation and personalization to deployment at effective rates.
ROI for direct mail marketing is often higher than many digital channels because it provides a physical, tangible connection with recipients. Studies show that direct mail has a high response rate, leading to better conversion rates. Tracking tools and analytics allow businesses to measure the effectiveness of campaigns, ensuring that investment in direct mail generates profitable results.
6. The Importance of Testing and Tracking
Testing and tracking help optimize direct mail marketing campaign performance and maximize ROI. By testing different elements, such as design, messaging, or call-to-action, marketers can identify the best design and copy that resonates with their audience. For example, A/B testing with different postcard designs can reveal which version generates higher response rates from your target audience, allowing for adjustments in future mailings.
Tracking allows businesses to use direct mail advertising to monitor responses and make data-driven decisions. Postalytics offers robust analytics features that provide detailed insights into direct mail campaigns. With analytics like real-time delivery tracking and response tracking, businesses can evaluate the effectiveness of each direct mail piece.
7. Compliance and Postal Regulations
In the U.S., direct mail compliance and postal regulations ensure that marketing campaigns adhere to legal and postal standards. The USPS sets specific rules regarding the size, weight, and formatting of mail pieces, including requirements for barcodes and postage placement. Failure to comply with these regulations can result in delays, additional fees, or even mail rejection.
Marketers must also comply with privacy laws, such as the CAN-SPAM Act, which ensures that consumers can opt out of receiving further mailings. Additionally, marketers need to be aware of state-specific regulations that may restrict certain types of content or offers.
A service like Postalytics can simplify this process by automating compliance with USPS guidelines and handling address verification to ensure deliverability.
8. Timing and Delivery Considerations
When planning a campaign, direct mail specialists consider the ideal time to reach their audience, the mailing method and the direct mail delivery windows.
For example, sending promotional offers just before a major holiday, like Black Friday, can boost engagement by reaching consumers at the right moment. However, it’s essential to factor in production time, USPS processing, and expected delivery dates to ensure the mail arrives when it’s most relevant.
Postalytics offers features that allow marketers to monitor delivery progress and optimize the timing of their campaigns accordingly.
9. Integration with Digital Campaigns
Integrating direct mail with digital campaigns creates a cohesive, multi-channel marketing strategy. This approach allows businesses to reinforce their message across multiple platforms. By combining the physical impact of direct mail with the reach and immediacy of digital marketing, businesses can maximize overall campaign effectiveness.
For example, a retailer could send a direct mail postcard featuring a personalized discount code, while simultaneously running a digital ad campaign promoting the same offer. The direct mail piece provides a tangible reminder, while the digital ads keep the offer top-of-mind online.
Postalytics integrates with digital tools like CRM systems and marketing automation platforms. This allows marketers to trigger direct mail based on online behaviors and track results across both channels.
For example, here’s a success story about how AZ Nutrition Center saw an average increase in ROI of 30% by using Postalytics to trigger direct mail to email nonresponders.
10. Measuring Success: Direct Mail KPIs
Measuring the success of a direct mail campaign involves tracking common KPIs like:
- Response Rate: The percentage of recipients who responded to the mail, such as by visiting a website or redeeming an offer.
- Conversion Rate: The percentage of responses that led to the desired action, like making a purchase.
- Return on Investment (ROI): A crucial metric comparing the campaign cost against the revenue generated.
- Cost Per Acquisition (CPA): Measures the cost of gaining a new customer through the campaign.
For example, if you send 5,000 postcards and receive 200 responses, the response rate would be 4%. If 50 of those responses resulted in sales, the conversion rate would be 25%.
Get Started With Direct Marketing Using Postalytics
Direct mail is a powerful tool for gaining and engaging customers in a different way, and it should be part of your overall marketing strategy. By combining the tangible impact of physical mail with digital strategies, marketers can create memorable, multi-channel campaigns that engage customers on a deeper level.
Understanding key elements like personalization, targeting, compliance, and integration with digital platforms ensures your campaigns bring success.
If you’re looking for an easy way to create and send direct mail, register for a free account on Postalytics.