Some may think that direct mail: like catalogs, envelopes, coupons, etc., is overrated now that digital marketing has taken over but reality is that this is still one of the most effective marketing strategies.
According to the Creative Guerrilla Marketing site, studies conducted by the Direct Marketing Association (DMA) show that direct mail receives a higher response rate than emails. This makes promoting your products and services more affective. The reason for this is because it is more likely to open a physical mail rather than an email. By doing this, it is a physical entrance of your brand to their home, which helps perceives the mail as an invitation rather than spam. This act also allows your consumers or potential customers to build a physical bond with your brand, which helps keep your company in their minds when thinking about a specific service or product you offer.
Encompassing its successfulness, direct mail marketing also makes measuring the success rate much more simple than in the digital form. Measuring the outcome of a direct mail marketing campaign can include the response rate of phone calls and/or, depending on whether this was provided to consumers in their mail, the amount of coupons received back.
Direct mail can also be portrayed as a more friendly marketing gesture. Because of this, whenever a follow up phone call needs to be made, instead of having a boring and cold conversation with the consumer, your employees phone calls with the consumers can be more friendly and with better communication. Having a warm conversation can lead to better and positive brand recognition.
The most valuable benefit that comes from direct mail marketing is that it teaches you about what demographics, or audience, you should be targeting. When getting the address of the responsive consumers, you could gain better knowledge of what interests them the most, what their income is like, and much more. By acknowledging the customers you already have, you could figure out what consumers you should be targeting.