The Importance of Direct Mail

Dan Petrovitch August 17, 2017

In this day and age, it can sometimes feel like direct mail is dead. With all these high-tech marketing channels to master – from SEO and inbound to social media and email – who even has time to worry about direct mail anymore?

We’re here to tell you some great news: direct mail isn’t dead! At Stream Companies, we want to help you understand exactly what direct mail is, why you need it, and how it can contribute to your organization’s marketing goals.

Direct Mail – What Is it?

The dictionary definition of direct mail is unsolicited advertising that’s sent to prospective customers through the mail.

But who cares about what Noah Webster thinks. The real definition of direct mail is that it’s a dynamic communication route that can be employed at every single stage of the buyer’s journey.

Direct Mail – Why Do I Need It?

Here are three main reasons why direct mail is an invaluable tool for modern marketers who want to attract visitors, generate leads, create customers, and boost profits.

1. High Conversion Rates

According to statistics provided by the United States Postal Service, people are still checking their mail! Approximately 98% of consumers bring their mail inside on the same day that it’s delivered, and about 77% of them look into it immediately. That means a high ROI for you, as your materials are actually reaching their intended recipients.

2. Measurability

You can easily measure the impact of your direct mail campaign. You already know how many mailers you’re sending out, and it’s a simple matter to record response rates by tracking either paper coupons or online access codes.

3. Flexibility

When you’re working with direct mail, it’s easy to target a specific group. You can customize mailing lists by geographical location, demographics, and more!

How to Effectively Implement Direct Mail

The best way to take advantage of the benefits of direct mail is to integrate it into your broader marketing strategy.

Remember, the Direct Marketing Association reports that interacting with customers across multiple channels will significantly improve their potential value.

In fact, if you engage with them over two channels, it’ll increase their value by somewhere between 20-60%. And, if you engage with them over three channels, it’ll increase their value by anywhere between 60-125%.

Stream Companies Kick-Start Step:

With that in mind, we encourage you to meet with your team to discuss how you can incorporate a direct mail component into the rest of your advertising gameplan. Focus on expounding your company’s goals, crafting a semi-fictional buyer persona, and creating a well-planned mailer that’s based on those two factors.

If you’d like to learn more about how direct mail can help you, we’re the experts! Don’t hesitate to reach out to us at Stream Companies as soon as possible.