Posted By Seamus Barton
Forget About These 5 Direct Mail Advertising Myths
There are many misconceptions in the field of marketing. It can be hard to know how well a specific strategy will work, especially since there are many factors affecting consumer behaviour, including your advertisement’s message, fads, the state of the economy, new products, and so on.
The results of different marketing tactics should not be generalized. Many marketers trying direct mail advertising based on the remarkable success stories of other businesses are disappointed when they don’t get an equally exciting outcome. When starting out using direct marketing, you should aim focus on getting better results, progressively, using feedback to reinvent your plan. Below are five myths that may be keeping you from reaping the benefits of direct mail marketing.
1. Direct Mail Is Dead
This is arguably the most common misconception about direct mail advertising. It is hard to imagine that increasingly tech savvy consumers would take the time to read print material. But the response rate for direct mailing is actually better than that of emails. A recent report by Deliver Magazine suggests that 12 percent of recipients of letters, postcards, or flyers proceed to make a purchase from the sender’s website. Sending a catalogue increases the response rate to 15 percent.
2. Direct Mail Advertising Is for Small Businesses
A study by Deliver Magazine revealed that direct mail accounts for 52 percent of all mail. One of the benefits of targeted direct mail marketing is that it is budget-friendly and very effective, giving you a great return on investment. Small, medium, and large businesses can take advantage of the low investment and huge ROI by sending personalized mail items to clients and prospects in different areas.
3. Direct Mail Marketing Doesn’t Work with Younger Consumers
Actually, direct mailing is one of the few advertising channels that works well across the demographic spectrum. A recent report by Deliver Magazine stated that 76 percent of consumers under 35 not only read their mail, but also proceed to make purchases based on the mail items.
4. Only Marketing Companies Have Success with Direct Mailing
As with most marketing tactics, you can build your knowledge to execute a successful marketing campaign. You only need to follow the basic guidelines, which generally involve customizing the mail piece for your target audience, obtaining feedback, and using it to restructure your campaign, to be profitable.
5. Direct Mail Is Costly
Any money you put into direct mail advertising should be considered an investment that will pay off. All marketing methods require an investment in time, money, and effort, yet they have varying levels of ROI. Direct mail is a proven method that helps to generate leads, improve brand recognition, and boost sales.
It is important that you track the progress of your marketing campaigns, including direct mailing, in order to adjust your plan and get the most from your advertising dollars.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!