Wondering whether a direct-mail marketing campaign is worth your time and effort? Read on to learn why direct-mail marketing can indeed be your biggest business-boosting ally.
Myth No. 1: Direct-mail marketing doesn’t work anymore.
FACT: This myth is so prevalent online (where else?) that it’s easy to believe. However, Deliver Magazine reports that a full 12 percent of people who receive a letter, flyer, or postcard from a company make a purchase on the company’s website. That figure increases to 15 percent when catalogs are mailed.
Myth No. 2: Younger generations do not respond to direct-mail marketing.
FACT: This couldn’t be further from the truth. In fact, Deliver Magazine also reports that 76 percent of young people raised in the digital age have made purchases based on direct mail. One theory for this high figure is that because younger generations are so used to digital content, print marketing materials seem new and different to them.
Myth No. 3: Direct-mail marketing is expensive.
FACT: Like all marketing, costs associated with direct-mail marketing should be considered investments made in anticipation of a return. If you’re worried that investing in direct-mail marketing means you’re throwing money out the window, chances are you either haven’t done your research or hired someone to do it for you. There are tried and true methods of direct-mail marketing you can employ to boost your response rate.
Test small, inexpensive campaigns on your customer base to identify which direct mailer has the best – and most profitable – response, then send it to your entire mailing list for predictable results. When you can reliably predict profits, you don’t have to worry about losing your investment; rather, you can wait excitedly for the money to come in.
Myth No. 4: Major companies no longer engage in direct-mail marketing.
FACT: Again drawing from Deliver Magazine, 52 percent of all mail is direct marketing. Do major corporations make up a good portion of that? You bet your rear they do.
Myth No. 5: I have to be an expert to successfully market with direct mail.
FACT: Expertise helps, but direct-mail marketing success isn’t predicated on how many marketing classes you took in college. In fact, following the basic guidelines and advice, much of which can be found in PsPrint’s direct marketing educational articles, is all you need to develop profitable direct-mail marketing campaigns.