While there have always been various marketing channels for marketers and businesses to spend their money marketing on, direct mail is a channel like no other. So, what does it do better than any other marketing channel that keeps so many marketers and businesses continuing to invest in it as their main marketing channel?
Direct Mails Ultimate Yield in Its Arsenal
Its one attribute that has stood the test of time, is results. in which No other channel has consistently delivered the same results. There are several ways to measure results which we have discussed the various statistics that highlight why direct mail is such a formidable marketing channel. But one result we think that speaks louder than other trait, is that of responses. Direct mail can, and does, deliver the most results per marketing channel than any other of its counterparts. When politicians are looking to expand their donations, they go to direct mail. When big companies like Uber are looking to onboard new customers, they choose that method. Even when big search engine companies like Google are looking to onboard new businesses for paid advertising, they use it too.
Geographic Scale with Full Utilization
One of the greatest attributes with direct mail is the pure geographic scale and reach direct mail can obtain. Unlike digital platforms like Google or Facebook, where ad serving is dependent on user activity and engagement, direct mail hits every targeted household or domicile in any given geographic region within however many miles your mailers have been designated to hit. This kind of powerful and impactful marketing can result in some of the greatest single yields per any marketing channel stand alone.
Targeting and Personalization
Mail is tangible, and unlike many of the other marketing channels available, direct mail can be seen, touched, and even smelled. It’s a kind of sensory experience that can only come with a channel like mail. Combined with specific data targeting and personalization, it’s no wonder why direct mail garners over 7 times the responses of all digital marketing channels combined. Even more important, direct mail can now take advantage of all the combined digital data to build more precise audiences to market your services. Adding even more impactful experiences like personalization of full featured and embedded names, these features now can make prospects feel a stronger connection to your marketing.
It’s no doubt that we are living in a readily changing environment, but when it comes to getting results, and more importantly responses, direct mail continues to prove why it will outlast even the most entertaining forms of marketing we see today!