You’ve got mail! And there’s an 85% chance you’ll read it according to the State of Direct Mail Consumer Insights Report. Even in the current digital focused marketing climate, direct mail continues to stand out. With more companies focusing on digital marketing, customers are receiving less mail which leaves room for your message to shine. Less competition isn’t the only reason companies should utilize direct mail advertising. High ROI, competitive response rates, and consumer trust are all great reasons to add this multi-sensory advertising tool to your marketing toolbelt.
Making an impression with direct mail isn’t difficult to do. More than half of consumers want direct mail from brands they are interested in and 42% of recipients read or scan the direct mail they receive, according to Small Business Trends. As with any campaign, knowing your ideal audience and creating an engaging print piece is essential. Including a call to action can help when tracking results. As reported by the United States Direct Marketing Association, the response rate for direct mail pieces is nearly 4%, which is impressive compared to 2% for mobile and 1% for email and social media. Similarly, customizing your ad by addressing it to a customized recipient list rather than “current resident” can increase response rates by 135%, according to Mail Shark data.
Direct mail has the opportunity to be far more engaging than digital marketing. While most people are combating digital overload by scrolling endlessly on their phone or computer, direct mail can provide a tactile experience that consumers appreciate. A Small Business Trends report revealed that 70% of consumers feel that direct mail is more personal than online interactions.
During your market analysis, be sure to consider your target audience and how they prefer to receive information. The top demographics for direct mail campaigns are consumers aged 45-54. Millennials can also be a great target market for your next campaign as 90% of them believe that direct mail marketing is more reliable than email, according to USPS.
While we have determined that direct mail is indeed effective, keep in mind that every great marketing strategy uses multiple channels. Investing in a marketing agency will provide your company with a range of resources and expertise to create an successful campaign. The PM Group is a constellation of marketing services, together in one place. As San Antonio’s largest advertising and marketing agency, we can work smarter, FASTER, and more cost-efficiently. Ready to get started? Contact us today to see what we can do for you.
About The PM Group: Founded in 1988 by our CEO/Founder/Media Director Bob Wills, The PM Group is now celebrating its 35th year in business. The agency continues its stellar growth and is San Antonio’s largest advertising agency under the leadership of Agency President and COO Fran Yanity. The agency’s client roster spans numerous industries including financial, casual dining, cultural organizations, home services, automotive, CPG, entertainment, sports marketing, legal, business services, non-profit, real estate and fitness. For the past five consecutive years, the agency has set annual year-over-year revenue records with the addition of new clients and organic growth of existing clients. Additionally, the agency continues its legacy of annual charitable giving by orchestrating fundraising events for local nonprofit organizations. The PM Group now raises approximately $2M annually, bringing our total charitable contributions to over $16M for the past 10 years.