Looking for a Direct Mail Printing Company?
So, you’re thinking about using some direct mail in your marketing this year. But first, you might be asking yourself, does this type of printed marketing still work and does it really pay off?
In our electronic age, some people may think of postcards, brochures, and fliers as relics of a prehistoric time. But that’s not how the experts see it. They know that this type of marketing works, and they understand why. They also know that printed direct mail pieces can be especially effective when they’re used to complement content on your website, social media, and other online marketing. Here are some examples of a few postcards. Click here to learn more about the services North Bay Printing Services offers.
This Type of Marketing Provides a Great Return on Investment
First, let’s look at the effectiveness of this “old fashioned” marketing tool. You might be surprised to find it’s a lot better than you imagined.
Printed mail campaigns yield a higher return on investment (ROI) than other advertising methods. According to the 2021 Response Rate Report of the Association of National Advertisers, direct mail’s return on investment (ROI) of 112% eclipsed every other major direct marketing tool — text messaging (102%), email (93%), paid online search (88%), social media (81%) and digital display ads (79%). Research also shows that direct mail sparks a response rate of 5.3%, practically nine times higher than email (0.6%).
Driving the Power of Direct Mail …
Why is printed mail such a robust marketing tool?
- First, it stands out. So much of the advertising we see is delivered digitally, that what we receive in the mail attracts attention much more readily than the distracting messages on our computer or handheld screen.
- Because many advertisers rely solely or primarily on digital media, messages that arrive by direct printed mail are much more memorable.
- For many people, getting something in the mail evokes the pleasant, seldom-experienced feeling associated with receiving a letter.
- It’s impossible to scroll past a direct mail piece. When you look at it, even momentarily, it commands your undivided attention and raises your awareness of the sender’s brand.
- For a large target market, direct mail is cheaper on a per-impression basis than digitally delivered messages.
- Direct mail addresses you in multi-sensory fashion. You don’t just see it, you touch it and, one way or another, you have to handle it.
- Direct mail has staying power. If its message interests the recipients even moderately, they often keep it for the time when they’ll need the service, product or coupon offered. They often stick it on the refrigerator or a cork board where it remains visible till the service, product or coupon is required.
- It can easily be passed on to friends and family.
- Research shows that tangible advertising pieces like these items are “more effective in leaving a lasting impression than their digital counterparts.”
- When combined with digital messaging, direct mail can inspire creative marketing. For example, a Utah advertiser enclosed a $20 bill in a direct-mail Christmas card. The card suggested that recipients donate the money to charity and also included a hashtag they could use if they posted about their donation on social media. This strengthened the public’s awareness of the community-minded advertiser’s brand.
So, think again about direct printed mail. It can be a phenomenal complement to your online marketing, and it really pays off.
Here’s an example of a postcard that a local company, SC Barns, Buildings and Fence, recently sent. SC Barns was looking to build more barns and shelters, which are frequently used for livestock, but can also be turned into studios and garages. Here is the postcard that they sent to ~2,700 homeowners in rural, West County, whose property included one to 10 acres:
If you’re looking to reach your target market and want to work with a local direct mail company, give North Bay Printing Solutions a call. We’re here to help and you can reach us at (707) 291-1686.