Direct mail marketing, also known as a direct mail campaign, is a type of physical marketing sent out to current and prospective customers to increase outreach and brand awareness. This could be in the form of a leaflet, coupon, postcard or letter, to name a few. Direct mail can be designed and personalised to spread your message, either reaching a specific audience or a range of customers. The mail outs often have a CTA (Call to Action), encouraging your customers to purchase a certain product, visit the website, or even get in touch.
Whilst direct mail marketing may be viewed as an outdated approach to increasing sales and business recognition, this form of marketing has been proven to be quite effective.
The statistics of direct mail marketing
Direct mail marketing has an opening rate of around 60%, with the reading rate only dropping to 40%. In comparison, the opening rate of email marketing only lies at 18%, with a significant drop in the average click-through rate (at only 2.7%).
56% of consumers found direct mail marketing more trustworthy than other marketing strategies, such as emails or social media. With internet scams and phishing on the rise, it’s not surprising that consumers place more trust in physical correspondence.
Whilst emails are easy to delete and ignore, on average 18% of direct mail is kept for a later date. The life span of direct mail is much longer than that of other marketing techniques and is, therefore, more memorable to consumers.
So, how effective is it?
Contrary to popular belief, direct mail marketing is still quite effective in 2021. The direct contact achieved and the personalisation of direct mail marketing makes a consumer much more likely to interact with it or spread business awareness. By doing either, a consumer is helping a business achieve the end goal of direct mail marketing. This contact can be tracked and the results of which can be used for future direct mail campaigns, making the next campaigns even more effective.
Direct mail marketing also has the advantage of being a ‘novelty’ to younger generations. With advancements in technology, the need for mail has slowly declined and the majority of business communication has moved online. The excitement of receiving mail has increased, improving response rates and interaction rates for direct mail marketing.
Direct mail marketing with Atlas
Atlas Direct Mail offers an industry-leading and professional direct mail marketing service, helping your business increase sales, improve brand awareness and achieve your business goals. We know how important consumer interaction is, which is why we work with you to achieve the best possible results from your direct mail campaign.
Atlas Direct Mail also offers a data management service, tailoring your outreach and ensuring you are targeting the right audience. Data management can also make sure your contact information is up to date and complies with GDPR guidelines. We are specialists in direct mail marketing, personalising your campaign to your requirements. We will also use our years of experience to help reduce costs and increase outreach, making the most of your marketing budget and increasing campaign effectiveness.
For effective direct mail marketing and an effective direct mail campaign, contact Atlas Direct Mail. View our range of services on our website and plan your next direct mail marketing campaign.