Over all else, making sure as many people as possible actually show up to your seminar is undoubtedly the most important variable to consider in hosting seminar events. For that reason, choosing where to invest your marketing dollars is potentially the single most critical decision you will face. So why should direct mail be your top choice for drawing the largest crowds and getting the biggest bang for your buck in 2016?
- Direct Mail, Hands Down, Still Gets The Most Responses
That’s right; the data unequivocally shows that direct mail continues to make some of the largest impacts seen in the marketing world today. In fact, in a recent 2015 DMA report featured by the Wall Street Journal, direct mail was found to be one of the most effective marketing channels for garnering responses. Not only that, but direct mail response rates were nearly six hundred percent more significant than all other digital marketing channels combined (see chart below.)
With overall response rates shooting through the roof and doing so in an increasingly saturated digital landscape; it is no wonder why direct mail is breaking through the noise and getting responses!
- People Take Immediate Action With Direct Mail
Another crucial and important component to direct mail is that it is action oriented. Recent research shows that up to 79% of prospects act immediately upon receiving their direct mail! That same figure is just 45% in channels like email.
With a physical mail piece, it’s much more difficult to ignore its presence. Perhaps this is why in back to back studies it has been shown that direct mail triggers a stronger emotional response and creates a longer lasting memory in return.
- You Can Target Different Customer Segments Effectively
One of the most essential aspects of successful marketing is getting the right people to take notice of the product or service you are offering. In the case of seminar promoting, these two components are absolutely essential! With that being said, direct mail is a match made in heaven. Recent research has shown that up to 80-90% of all mail gets opened (compare that to 20% on the high end of email or digital marketing). When you combine those statistics with the fact that you can specifically target prospects under literally hundreds of data points (household income, marital status, proximity to seminar location, asset under management…etc.) direct mail becomes a no brainer.
Don’t get caught up in the marketing buzz words being thrown around in today’s virtual world. Instead, look at the results. Direct mail continues to grow as well as make a massive impact, while the digital and online alternatives are becoming increasingly cluttered. If you are trying to effectively promote your seminar, there is no question that direct mail makes the perfect invitation that people will actually take notice of!