As a marketer, this is probably a question you’ve heard before or maybe even asked yourself. It’s not surprising. In a world that has jumped on the digital bandwagon, less emphasis has been placed on the more traditional marketing channels, almost making them appear obsolete.

I was recently at a marketing luncheon, networking with like-minded marketers while learning the latest and greatest in social media. Out of nowhere, the woman sitting next to me asked the guy across from her, “Does anyone even do direct mail anymore?”

Naturally, I couldn’t help but find my way into that conversation. Of course people still do direct mail! In fact, having seen the hundreds of thousands of direct mail pieces that are printed here at Suttle-Straus, I’d venture to say that not only are people still doing direct mail – it’s a marketing channel that’s thriving! And it’s not just our clients. According to a 2015 report, direct mail spending grew 2.7% in 2014.¹

As I mentioned earlier, the perceived disappearance of direct mail has likely been a result of increased focus on digital marketing channels such as social media, online advertising, and SEO. When millions of people are online doing research, buying products, and chatting with their friends, smart marketers must be quick to jump on the next big thing and go where their audience is.

While I’m not knocking digital marketing (after all, I was at a social media marketing event), direct mail is something not to be forgotten. Your audience isn’t only spending their time online. At some point, they’re going to be looking in their mailbox too. Direct mail is a great compliment to the campaigns you’re already running across other channels.

Side note: A postal mailbox is a lot less cluttered than an email inbox. The average consumer receives just 20.7 physical pieces of mail compared to 166 emails each week. Less clutter equals more opportunity to see your message.

If you’re still unsure if direct mail is a good choice, consider this: Seventy-three percent of consumers actually prefer direct mail over other marketing channels, in part because they feel it’s more personal and trustworthy than the internet.² Direct mail has been around longer than almost any other marketing channel – longer than radio, longer than TV, and certainly longer than the internet. The fact that it’s still going strong is a testament to its sustained effectiveness. However, just like the practice of marketing has evolved and become more sophisticated over time, so must the direct mail piece.

So, what are some key considerations for your direct mail campaign?

First and foremost, do your research to determine if it would be an appropriate channel for your audience. For example, we know that consumers 24 years old and younger are the most likely demographic to respond to direct mail.³ If this demographic comprises a good portion of your target market, direct mail may be a worthwhile endeavor. The internet is littered with direct mail statistics like this that can help shape your direct marketing strategy.

Once you’ve determined that direct mail is for you, you’ll need to figure out how to stand out. While it’s often most economical to stick to the standard postcard-sized mailer or business envelope, you may find a larger return on investment (ROI) for pieces that are a bit different and stand out from the typical mailer people are accustomed to seeing in their mailbox. Consider ways to make your direct mail piece stand out from others. Some different approaches include:

• Personalization
• Unique use of color and images
• The use of interesting folds
• Inclusion of 3D elements
• Unconventional-sized pieces

View some of the creative direct mail pieces Suttle-Straus has helped produce here.

Also, be sure that the piece not only has a clear call to action (CTA), but that it’s relevant to the recipient. Tell them what you want them to do next. If you simply put your address, phone number, and website on the piece and expect people to take action, it will likely find it’s way to the trash. Know what stage of the buying process your audience is in and be sure the offer aligns with the appropriate next steps. 

However you decide to approach direct mail marketing, it is important to measure its success to know if your company should continue to pursue direct mail. An average direct mail campaign provides businesses a 13:1 return on investment.¹ While this can vary by industry, depending on where your campaign falls compared to this statistic, you may want to re-evaluate your approach. Perhaps this means a new approach to your creative or different list segmentation. Or, perhaps it’s simply not the right channel for your company.

Not sure how to measure your direct mail ROI? Stay tuned for an upcoming article about measuring the success of your direct mail campaign!

References

1. Where Will Marketing Grow in 2015 
   http://www.dmnews.com/marketing-strategy/where-will-marketing-grow-in-2015/article/391699/
2. Print’s Not Dead: Print Marketing Will Thrive in 2014 and Beyond 
   http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyond 
3. 25 Direct Marketing Statistics Prove Direct Mail Works 
   http://compu-mail.com/blog/2014/07/17/25-direct-marketing-mail-statistics-2014/#MarketingProfs