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Why Direct Mail Will Continue to Be an Effective Marketing Option
So much has been said about direct mail marketing and its relevance and effectiveness in today’s culture. Despite some assumptions that the industry wouldn’t survive this online era, direct mail marketing has thrived and continues to yield unmatched results.
As one of the fastest growing direct marketing agencies with over 20 years of experience, Macromark knows the industry and its processes very well. We’ve been able to navigate through changes in the industry and today we stand here as strong as we’ve ever been.
The direct mail industry overall is still essential. Over 60% of consumers have made a purchase as a result of a direct mail marketing piece, the response rates are still higher than most other forms of marketing, and the reach with direct mail is extensive. Even online marketers are realizing the potential of direct mail campaigns and implementing these campaigns into their digital strategy.
There are several reasons why direct mail marketing is still a high priority to this day, not least of those being that it is personal; clients are addressed by name with physical content that appeals to their needs and lifestyle. On a related note, one of the greater benefits of direct mail marketing is that it is targeted; businesses can identify their ideal client based on a specific set of variables and then create campaigns using this predetermined set of characteristics. This means that messaging can be precise to the audience and yield better opportunities for responses and engagement.
Another benefit of direct marketing is that it is easy to measure the effectiveness of campaigns and track the return on investment (ROI). Companies can use order forms and gauge success by the number of subscriptions or orders filled, a simple method that gives marketers and companies valid ROI figures.
The creative possibilities are another aspect of direct mail that cannot be overlooked. Companies can include samples of their products, coupons for special promotions, oversized postcards, and so much more. The design possibilities for the actual mail itself also offer an opportunity for the sender to be as creative as possible. Being inventive is one of the keys to an effective direct mail marketing campaign, and at Macromark, we’ve seen our clients take full advantage of this notion.
None of the benefits mentioned needs to be expensive; targeted campaigns mean smaller groups and being creative usually involves taking more time to find a unique method to distribute. In addition, recent studies have proven that the cost per lead for direct mail is less expensive or comparable to every other form of marketing.
Knowing what we do about the industry and watching how it has evolved over the decades, Macromark is confident that direct mail marketing is still the best option for effective results. We are witnesses to the ways in which direct mail marketing has positively impacted companies’ growth every day and we remain confident in our assertion to include direct mail marketing in any campaign where the opportunity is possible.
Sources:
Beasley, L., “Why Direct Mail Still Yields the Lowest Cost-Per-Lead and Highest Conversion Rate,” Online Marketing Institute web site, June 13, 2013; http://www.onlinemarketinginstitute.org/blog/2013/06/why-direct-mail-still-yields-the-lowest-cost-per-lead-and-highest-conversion-rate/.
“Benefits of Direct Mail,” United States Postal Service web site; https://www.usps.com/business/direct-mail-benefits.htm, last accessed April 24, 2014.
Suttle, R., “Pros & Cons of Direct Mail Marketing,” Chron.com; http://smallbusiness.chron.com/pros-cons-direct-mail-advertising-1437.html, last accessed April 24, 2014.
David Klein
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