In today's digital world, it's easy to assume that traditional marketing methods, like direct mail, have been rendered obsolete. However, this assumption couldn't be further from the truth.
Despite the rise of digital marketing, direct mail remains a highly effective tool for lead generation for businesses of all sizes. In this blog, we'll explore why businesses continue to use direct mail for lead generation.
High Open Rates To use a digital marketing concept for a moment, direct mail has a high open rate. In fact, we would challenge that an interesting piece of mail on desk will achieve a 100% open rate. Not a bad start for the funnel when compared to open rates in nurture email to a warm segment of people of maybe 20-30% at best.
High Response Rates This is an ultimate outcome. One of the main reasons businesses still use direct mail for lead generation is because it can produce high response rates. Studies have shown that direct mail response rates can be as high as 5%, which is much higher than other traditional marketing methods and even most digital marketing methods.
High Engagement Rates Assuming excellent creative and production, and well targeted messaging, direct mail can have a high engagement rate, particularly in comparison to other traditional and digital marketing methods. A tangible piece of mail be it a letter or mailer, or package, will have a human response and a physical engagement, thus resulting. in a more memorable engagement too.
Longer Lasting Recall Direct mail has the potential to leave a more lasting memory of a brand compared to other traditional marketing methods such as print advertisements or broadcast advertisements, and digital content such as email or online ads. The physical nature of direct mail makes it more tangible and harder to ignore than other marketing channels, which can result in a deeper connection with the recipient and a longer-lasting memory of the brand.
Stronger Emotional Connection Additionally, because direct mail allows for highly targeted and personalised marketing, it can also create a stronger emotional connection with the recipient. Personalised direct mail pieces that resonate with the recipient's interests and needs are more likely to be remembered and can have a greater impact on brand recognition and recall.
It's Legal You can still buy a list and target a buyer with direct mail under the law in most countries around the world. Such 'unsolicited' mail is legal where in most cases unsolicited email is considered spam and is illegal. Penatlies are severe for spam in many countries now also.
Ideal For Targeted Lead Generation With direct mail, businesses can target specific demographics and geographic areas, as well as buyers who have not even begun their buying journey yet, thus allowing you to be in their mind from the get-go - and as such more likely to win the deal at higher margin in the end. This makes it an ideal tool for lead generation. By using data and analytics, businesses can identify their ideal target audience and send personalised direct mail pieces that resonate with that audience.
Integration of Physical and Digital Another reason why businesses still use direct mail is because it provides a tangible connection to their target audience. Unlike digital marketing, which can be easily ignored or deleted, direct mail provides a physical touchpoint that can't be ignored. This tangibility can help to increase brand recognition and establish a deeper connection with potential leads. Provide a Call to action to visit the associated campaign landing page, and you provide the perfect engagement with your brand.
Measurable Results Direct mail is a highly measurable marketing method, which makes it easier for businesses to track its effectiveness and make data-driven decisions. With the use of unique offer codes, QR codes, and other tracking mechanisms, businesses can accurately measure the return on investment (ROI) of their direct mail campaigns.
Cost-Effective Despite the perception that direct mail is expensive, it can actually be a highly cost-effective lead generation tool, especially when compared to other traditional marketing methods. Direct mail costs can be minimised through the use of automation, bulk mailing, and other cost-saving measures.
In conclusion, direct mail remains a highly effective lead generation tool for businesses who are serious about finding genuine sales opportunities and growing their customer base.
From its high response rates and targeted marketing to its tangibility and measurable results, direct mail offers a range of benefits that make it a valuable addition to any marketing mix. So, don't discount the power of direct mail in your lead generation efforts – it may just surprise you with its results.
