Direct Mail is Hotter Than Ever

Meet the writer: Karen Pieper

Hi, I'm Karen! I've been in the industry for 21 years and can't wait to share my perspective on all things direct mail. I'm currently the Digital Marketing Manager at Letter Jacket Envelopes and deal with tasks from managing the website, facilitating conversations with customers, and much more!

Breakthrough the clutter and capture your customers’ attention by being physically present. No, we don’t mean for you personally to go house to house knocking on peoples’ doors. But we do mean that you can end up in your customers’ hands through direct mail. Your customers probably can’t even count how many emails they get and delete in a day. Direct mail stands out. Reach your audience, grab their attention, maybe even reconnect with those who previously hit unsubscribe, and connect on a personal level. From being more shareable and having a longer lifespan to producing a higher ROI and better targeting, there is a slew of reasons why direct mail is hotter than ever this year. Find out how to take advantage of these benefits and how you can make direct mail work.

Direct Mail is a Hot Commodity

Looking for a high return on investment (ROI)? According to the Small Business Administration, direct mail can be more effective than email. While they might get similar response rates, purchases resulting from direct mailers were five times larger than email campaigns.

You might have sent a direct mail piece to a single person, but it’s almost guaranteed more than one person will see that piece of mail. Maybe someone else checks the mail, and they see it first. Maybe the recipient sticks the direct mail on the refrigerator to make sure they act on it. Maybe the direct mail piece sparks a larger purchase decision and brings in other decision-makers. Maybe the mail gets dropped on a coffee table and is seen by multiple people. There is even a chance the mail delivery person sees the direct mail piece. It’s easy to see how shareable direct mail really is.

Getting something physical in the mail can almost feel like a novelty some days. Take advantage of that feeling. Most Americans go through their mail immediately, not even waiting to get back into the house. While it takes just seconds to delete an email, the average lifespan for direct mail is 17 days, according to reports by RetailWire. Capture your audience’s attention with the right direct mail piece in their mailbox.

How big is the direct mail market in the US?

According to the United States Postal Service, the marketing mail volume in 2018 was 77.3 billion.

Make Direct Mail Work For Your Business

Start by making it relevant. Maximize the chances of an effective direct mailing piece through effective targeting. You can do this by focusing on existing customers as well as people who have either expressed interest in your business or your business category. You can significantly increase your ROI by targeting customer demographics, such as gender, income level, age, or hobbies.

Give recipients a good first impression by making sure the outside matches the inside. Before they even take a peek at what you’re offering inside, the very first thing a person sees is the envelope, so make it count. Letter Jacket is passionate about envelopes, and we can help make sure the envelope you select does the best job of representing your brand. Once you’ve polished the outside, make sure the offer inside is worthwhile.

Want to build that personal connection? Try sending a special offer for a customer’s birthday or after they make their first purchase. Track your results through a unique landing page, coupon code, or phone number.

Make sure you’re using your direct mail piece to drive customers where you want them to go. Running a sale on sunglasses? Include a URL or QR code, directing shoppers to go online to purchase. Want them to head to the store to redeem a coupon? Make sure to include a unique code to track those purchases. With a little planning, it’s easy to see how well your direct mail campaign is performing.

At Letter Jacket, we know that the envelope can seal the deal. We can help you match the right quality envelope for the right campaign. We’re passionate about helping you find new clients and put forth a professional image. Contact us to set up your next direct mail campaign order.

Key Takeaways

  • Direct mail is more effective than email.
  • Direct mail is more shareable, has a longer lifespan, and produces a higher ROI.
  • Direct mail builds personal connections.
  • Use a direct mail piece to drive customers where you want them to go.
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