Updated March 26, 2020
Snail mail gets a bad reputation for being outdated and unwanted. In reality, people love getting mail. Even in this digital age, no marketing strategy is complete without a good dose of direct mail promos. Here are just a few of the popular myths surrounding this valuable advertising channel:
Myth #1 – Customers prefer email.
Surprising as it may be, this is actually not true. In fact 77% of Millennials pay attention to direct mail marketing and nearly half completely ignore digital ads. Think about it… how many emails do you receive on a daily basis? Now think about how many pieces of mail you receive. Mail has become the thing that stands out in the crowd, the thing that is unique.
Yes, email offers targeted and timely promotions, but at some point it just becomes noise. Direct mail marketing rises above the noise. And the majority of people genuinely prefer receiving a physical offer over a digital one.
Myth #2 – I can’t track my success.
Direct mail marketing is just like any other form of marketing; when done right, it’s easy to track your success. Success is always determined by your end goal. If you’re goal is to drive people to your website, you’ll want to make sure that your URL appears somewhere on your direct mail piece. You can simply monitor traffic before, during and after the campaign, or for an even deeper look into your audience you can use QR codes that will take them to a specific landing page for you to track.
Sometimes success isn’t measured in traffic but in purchase rates. For this goal, create unique offer IDs that will allow you to trace the purchase back to the recipient. You can also include a phone number dedicated specifically to your direct mail campaign so you know anyone calling on that line is doing so because of your mail piece.
Myth #3 – No one really wants mail.
Mail is classic. There is something wholesome about going to your mailbox and bringing in the mail. It may seem like an antiquated tradition, but mail evokes emotion.
Almost half of all Americans look forward to checking their mail. And according to a recent study by the U.S. Postal Service, 98% of Americans bring in their mail the day it’s delivered and 77% sort through their mail immediately… That means your marketing is getting into the hands of consumers at a time when you have their full attention and they are really interested in what you have to say.
Myth #4 – Digital media is more engaging.
While digital media can be interactive, direct mail has a physical component that digital can never match. It provides a tactile experience and engages more of the senses, which creates a stronger connection to the material.
Plus, there are some really interesting ways you can engage people through direct mail marketing… Did you know that you can mail all kinds of items without any packaging at all? Just make sure the label is securely attached, and you can mail promos that are sure to be seen.
Myth #5 – Direct mail marketing is all oversized postcards.
We do love a good oversized postcard now and then, but no, that’s not the only option. There are tons of great ideas for direct mail promotional products… items like imprinted webcam covers, phone wallets, seed packets, bookmarks and calendars to name a few… but basically anything you can think of that’s lightweight and thin enough to fit in an envelop works well here.
You can also think outside the box – literally – and mail promos like frisbees and rubber balls with just a mailing label. This saves your customers a step and ensures your gift is seen. But if you choose to go the more traditional route and put your promo in an envelope, be sure to mark the outside to let them know there is a gift waiting inside!
One more takeaway…
It’s not all or nothing when it comes to marketing. Don’t think of it as a battle of digital versus print… it’s actually about finding the right balance in the relationship between pixel and paper. An integrated marketing strategy makes sure everything – print, web, social, mail, promos, tv, radio – is all working together to help you accomplish your goals. And now that we’ve busted some of these myths about direct mail marketing, let us help put the mail to work for you!
Promo Know-How Tip:
Don’t be afraid to get creative with your Direct Marketing efforts and think outside the box. This pest company certainly did a great job with that!