The whole point of marketing is to attract new clients to do business with. Each channel has its own advantages and disadvantages over the other. For that reason, most companies implement a mix omni channel strategy to draw the benefits of various channels into one. But when it comes to the best individual bang for your buck, here are some reasons why direct mail clearly wins it.
The most relevant tool for any marketing success is the ability to drive action. Direct mail is hands down one marketing channel that accomplishes exactly that. Whether you are hosting a seminar, using coupons to attract new customers, or giving away some sort of valuable service, direct mail is the one channel that can deliver. Studies continue to show that direct mail garners the most responses per spend over all other marketing channels including the entirety of all digital channels combined!
Direct mail is becoming a very distinct channel in that, your reach isn’t limited to one factor or the other. For instance, not everyone will be using a search engine at any one point in time. Not everyone will be on Facebook… listening to the radio, watching T.V. or reading some kind of news media. If these people are not using these services at any one point in time, then your reach becomes severely limited. Unlike other marketing channels, direct mail does not depend on a, “variable”. It hits every target you are attempting to reach because everyone has to have a mailbox. Couple that with the fact that up to 98% of people bring in their mail the day it is received, it’s clear that your message will get out!
Personalization is Better When You Can See and Touch It
An increasingly relevant factor in marketing is sincerity. Most people are fed up with fake online ads and banners that keep popping up left and right. Direct mail is tangible and creates a much sincerer response over digital alternatives. That’s because prospects can see and touch it. Add the component of personalization and you have yourself a winning formula for success.
Perhaps one of the most compelling arguments for direct mail as a standalone channel is the ability for marketers to get immediate results and feedback from their ads. Most marketing channels require time and patience in order to fully reach scale. With direct mail, however, once your mailer campaign drops, responses come flying in. This gives marketers the ability to strategically plan and scale their operations year in and year out and dynamically create more immediate responses when revenue demands it.