Is Direct Mail Back?

Direct Mail is so back

Hey, guess what's making a comeback in the marketing game? Yep, you got it—good ol' direct mail. Before you dismiss it as a relic from the past, let's talk about why it's hotter than ever and how your business can jump on the bandwagon.

First off, direct mail is getting a trust boost, especially from the younger crowd. Unlike email, which often gets slapped with the "junk mail" label, physical mail is seen as more legit. It stands out in a sea of digital noise, and that's something to capitalize on.

And here's a jaw-dropper: direct mail is not just effective; it's a purchase powerhouse. Studies reveal that it can generate purchases five times larger than email campaigns. Even better? Combine the two, and you've got a winning combo that can result in purchases six times larger than email alone. Talk about a marketing tag team.

Why does it work so well? Well, young folks are drowning in emails every day, but how often do they get real, tangible mail? Not much. It's like the digital-first companies opening brick-and-mortar stores—standing out from the crowd is key. Direct mail gives you that chance.

Think about it—when was the last time you gathered your roommates or family to discuss an email offer? Yeah, probably never. But direct mail goes to households, sparking conversations and decisions. Retail decisions? Oh yes, 88% of those happen in the comfort of people's homes, and direct mail gives them something to chat about.

And let's not forget about the staying power. While emails blink out of existence in a matter of seconds, direct mail sticks around for an average of 17 days. That's a lot of bang for your marketing buck.

Now, how do you make direct mail work for your business? Easy peasy.

Consider your options—postcards, catalogs, or even those cool group mailers. Of course, your choice depends on your budget and goals. No doubt, direct mail isn't the cheapest, but when done right, it's worth the investment.

Start with your loyal customers. Nobody likes irrelevant mail, so make sure your message resonates. Your existing customers are more likely to give your mail a second look, and that's a big win.

Target, target, target. Know your audience and aim your mailings at those who actually care about your business or what you're selling. USPS, mailing lists, or DIY house lists—pick your poison and get specific.

Style matters. If you're after the younger crowd, think of your direct mail as a physical Instagram post. Keep it short, sweet, and visually appealing.

Make irresistible offers. Forget the run-of-the-mill discounts; give them something worth their while. A glossy postcard with a killer offer? Now you're talking.

Don't forget the digital touch. Create landing pages for your mail recipients and drive them online. Linking your physical and online presence is the key to a successful campaign.

Less is more. Direct mail is like a fine wine—it's special because it's not everywhere. Don't bombard your customers; instead, strategically send it out to keep it special.

Tag team with email. Start with direct mail, follow up with emails, and watch the magic happen. Keep the design and message consistent to reinforce your brand.

Lastly, keep tabs on your results. Track those coupon codes, monitor landing page visits, and gauge redemption rates. Adjust your strategy as needed and keep the momentum going.

So, there you have it—direct mail is making waves, and it's time for your business to ride that marketing wave.