Does Direct Mail Marketing Still Work?

The internet is a great tool, nobody is denying that. There are so many different channels to get your message sent to a large crowd digitally. While digital marketing is awesome and can be incredibly helpful in some instances, it seems like the general public has forgotten about offline marketing!

One of the most beneficial ways to market offline is direct mail marketing – more specifically, sending postcards. In case you forgot (or the internet has taken over your mind) the direct mail solution refers to sending promotional materials to prospects via mail.

Now, why in the world would anyone want to use direct mail solutions and send a bunch of postcards when the internet is quite literally at everyone’s fingertips? I’m glad you asked.

Here are a few reasons to use direct mail marketing …

1. It makes the recipient feel good. 57% of people said that receiving mail makes them feel valued. Sending a piece of mail, like a postcard, helps to create somewhat of a bond or relationship between your company and the recipient.
2. It’s easier for the recipient. Postcards are easier to understand than some digital marketing solutions. According to one study, it takes 21% less cognitive effort to process direct mail. This means your prospects don’t need to put as much brainpower and thought into your mail. If your audience doesn’t understand your message (maybe in the form of a long email), they are incredibly unlikely to take any type of action regarding your good or service.
3. It has a better response rate than digital marketing. Direct mail has a higher response rate than email. I can only speak for myself, but most of the time if I receive promotional mail to my digital mailbox, it’s not even getting opened. It’s going directly into the trash folder. With direct mail and postcard marketing, the recipient has to glance at it at the very least – even if it’s on its way to the IRL trash can.

Create effective postcards that result in high ROI:

1. Be unique to your product or service. Your audience should have a good idea about the product or service you’re offering after they pull your postcard out of the mailbox. If you’re offering a landscaping service, make that obvious with the post card you create. However, you need to
2. Think outside the box. Be creative! Be memorable! Put out a postcard that you’re proud of – and more importantly – a postcard that will be remembered by your audience. You would be amazed at what the right image, slogans, and wording on a postcard can do for you. If you’re feeling hindered by creative ability, MapYourSales is a platform that allows you to choose a postcard design from templates related to several different industries (they’ll even send the postcards out for you).
3. Give your audience a call to action. Let your prospects know their next step. Give them instructions. Whether it’s to call you for a free quote or to visit your website for more information. We’re all human – sometimes we need to be pointed in the right direction.

By now, you should be able to see the value in direct mail marketing solutions. Postcards are more personal for the recipient, they’re easier to understand, and they have a better overall response rate than digital, online marketing.

If you haven’t checked out our software, Map Your Sales, take a look around. Our marketing automation system will blow you away!