Ten Reasons to Use Direct Mail

Contrary to popular belief, direct mail isn’t dead. It’s alive and well. But some companies don’t realize the positive impact it can have on their bottom line. That’s probably because they’ve been burned by traditional marketing “spray and pray” methods and no longer believe in the value of direct mail.

Results from direct mail shouldn’t be something you have to pray for. Planned carefully and strategically, direct mail can work better than most media – especially when combined with multi-media, multi-touch programs such as email and text messaging.

Here are ten reasons to use direct mail:

1. Use direct mail in tandem with email or text messaging for a strong lead nurturing campaign. The more frequency, the better. Some prospects respond better to high-touch outreach efforts and lead nurturing is all about connecting with the right prospect at the right time and in the right way. (source: Marketing Sherpa, January 2009)
   
   
2. Send a series of personalized direct mail, beyond name and address. Tailor your messaging to the prospect’s needs and wants to increase responses.
   
   
3. Generate more responses and revenue. Colorful, personalized direct mail generates 34% increase in response rate; 25% increase in average order size; 48% increase in retention; 32% increase in revenue; 35% in speed of response time (source: RedLeaf Digital).
   
   
4. Create dialogue. Send a sequence of personalized messages based on previous interactions with the prospect that encourage them to respond.
   
   
5. Drive responses. Send prospects to a webform to capture their information or drive them to a website to download one of your valuable and relevant offers.
   
   
6. Email lists may not be as accurate as direct mail lists. Studies show that 60% of users employ two or more personal email addresses, giving a different address to entities they do not trust while maintaining separate accounts for trustworthy sources (source: Habeas 2008).
   
   
7. Emails may not get through preview filters and your message will never be seen. You may never know if your email goes into the recipient's junk mail folder.
   
   
8. The throw-away factor. Many people delete their emails without a second thought. Direct mail is different: how many times have you saved a postcard to redeem it for an offer?
   
   
9. Direct mail gets attention. Color, size and message can all work to your advantage. Colorfully-designed emails may not get through preview filters.
   
   
10. Direct mail is cost-effective. Use bulk discounts to your advantage.
    

Bonus reason #11: You’ll stand out from the competition.

More than 20% of Business Email is Not Delivered

From B2B: More than 20% of commercial, permission-based e-mails are failing to reach the inboxes of intended subscribers. 17.4% of business email isn't delivered at all, with no hard bounce message or other notification of non-delivery.

That's why it's important to use a multi-touch, multi-media communications (email and direct mail) to reach your audience.

Yet Another Example Direct Mail Isn’t Dead

Anthropologie recently sent out a birthday mailer to one of its customers who wrote about how clever it was.

This goes to show that direct mail isn’t dead and in fact, is still very much appreciated. The truth is, people still like getting stuff in the mail – they like seeing it, holding it in their hands and feeling special - especially when it’s relevant to them. Even though the Anthropologie piece was intended for one of her coworkers, the author clearly wanted it for herself (this demonstrates the value of a secondary response; it’s got staying power).

You can’t get this kind of reaction with email. The message may be the same, but tangibility and emotion just aren’t there.

Use a Multi-Media Approach to Gain Attention

Now, more than ever, you need a strong lead nurturing program.

From the 1,000 marketers surveyed for this study, aside from sending a general email newsletter to nurture leads:

• 56.2% are using additional, targeted emails to nurture prospects
• 48.9% use telemarketing to further qualify leads

However:

• Only 23.2% said they use direct mail for nurturing programs. They miss out on the benefits of a lead nurturing approach

Conclusion: You need a combination of media for a strong lead nurturing program. The more vehicles you have to stay in touch with prospects and customers throughout their different stages of the buying process, the better.