Direct mail is one of the best-kept marketing secrets. It's not glamorous, but it's cheap, fast, and has an uncommonly high ROI. Check out these stats:
According to United States Postal Service data, almost all mail recipients (98%) check mail the day of delivery, and 77%, sort through it immediately.
The average ROI (return on investment) for direct mail is a whopping $10 per $1 invested, according to mailing company Pitney Bowes. Believe it- direct mail can be more effective at generating sales than television ads, radio offers, and other forms of marketing.
The Direct Marketing Association reports that approximately one-third of consumers who receive information via direct mail- a discount offer, a personalized invitation, or a gift certificate- visit the website of the company to respond or learn more about the offer.
Recent studies by comScore found that 67% of direct mail catalog recipients visited company websites. When a personalized offer is included, the rate of response increases between 20 to 30%.
Direct mail has proven to generate measurable results for surprisingly little cost. The success of a direct mail campaign depends on a variety of factors. Generally, a campaign is considered a success if anywhere between 1% and 3% of campaign mailers result in a sale. Highly targeted lists can generate up to a 10% sales conversion rate. These numbers might sound small, but consider the relatively low expenses associated with a direct mail campaign- a positive ROI (return on investment) will usually result when 1-2% of mail recipients go on to make a purchase. Here’s how to make sure your direct mailing campaign is successful.
Hire a Professional.Mailing services can design materials, write the text that will appear on the mailer, and find a mailing list that targets your ideal customers. You can outsource any portion of the direct mail process. Some companies choose a design firm or a
copywriting service, and then generate materials in-house. Others craft the text and layout of a postcard and hire a printing company to create the mailers themselves. You can purchase a mailing list or use your own customer information. Whichever route you decide to take, make sure you hire an experienced professional, especially for services like printing. Keep in mind that the mailing is likely to be the “first impression” many customers have of your company.
Calculate ROI.Measure the success of your direct mail campaign by tracking results. You can do this in several ways- you can print each postcard or brochure with a special code that customers need to present to redeem a special offer or purchase a product, or offer direct mail customers a custom URL on your website. Tracking the success of your campaign is key- make sure you’re benefiting by monitoring results.
Send multiple mailers. Studies show that the most successful direct mail campaigns are ongoing- if customers are reminded of your product frequently, they’re likelier to think of your company when they are ready to make a purchase. You can send subsequent mailers to introduce new products, remind customers of upcoming sales or promotions, or even to thank current customers for making purchases or referring a friend to your business.
Be compelling. The best direct mailers compel the recipient to some action: visiting your website, taking advantage of an offer, or redeeming a discount coupon. If a mailer isn’t interesting, it’s headed straight for the recycling bin. A professional copywriting service or graphic design company can help you draft a compelling offer.
Merrin is a writer, yoga instructor, and law student based in San Diego, California. She writes extensively for 
