Is direct mail still effective?
I am often asked “Which is better, email marketing or direct mail marketing?” While email is a very effective means of communicating and selling customers, from a prospecting perspective (finding NEW customers), I think direct mail is much more effective, and here are 7 reasons why:
TOP ANSWER. When looking for “new” customers, study after study shows that regular mail will generate more new customers than email. A recent study by the DMA (Direct Marketing Association) shows that direct mail is 10 to 30 times more effective than email.
HIGHEST DELIVERY RATE. A good mailing list is usually 95% deliverable. On the other hand, the vast majority of email lists that are advertised have a deliverability rate of less than 50%. Also, due to the constant onslaught of spammers, ISPs (Gmail, Yahoo, AOL, etc.) are beginning to block unsolicited email…and that’s why some predict the demise of email “prospecting.” Fantastic offer, fantastic creativity, fantastic list… all of this is irrelevant if the ISPs don’t comply. With regular mail, your offer is delivered!
HIGHEST OPEN RATE. With the vast majority of email “prospecting” campaigns, over 95 percent of all emails are never even opened. The recipient of the email will delete or transfer to the SPAM box… without even looking at the email… your brand. Postal mail, on the other hand, is a tangible item that usually catches the eye. The recipient may not read every word, but your company’s name or brand will gain much more visibility with postal mail than with email.
MORE PERSPECTIVES. Accurate – Quality email addresses are very hard to come by, mainly because most people don’t accept offers from third parties. For this reason, virtually all email lists miss most of the target. Typically, a good mailing list delivers 80% more leads.
LONG USEFUL LIFE. The shelf life of an email offer is measured in seconds, while a postal offer can sit on a coffee table for days.
LESS COMPETITION. More than ever, consumers are bombarded with digital offers they don’t want. Email is now the unordered option, while direct mail represents the ordered option. With postal mail your offer will not get lost in the rush of competitive offers.
SAFETY. This is a big problem! With the growing threat of identity theft, viruses, and SPAM, people are becoming more hesitant to respond to online offers… even legitimate hot offers. Regular mail is safe… the user can visit any website on their own schedule and without having to click on potentially dangerous links.
Therefore, both to “prospect” and to place offers in front of qualified buyers (BUYERS looking for your product or service) that will help grow your business fast… “old fashioned” mail is much more effective than email! Email “prospecting” is losing its power. Direct mail, on the other hand, has never really lost its power and is, in fact, gaining steam. This is why even some of the biggest names on the Internet (Google, Facebook, Microsoft, to name just a few) are major users of direct mail. Simply put, businesses that use regular mail will gain a competitive advantage over competitors that skip the mail.
If you want to grow your business quickly and profitably, NOW is the time to start your direct mail campaign!