Businesses Prefer Direct Mail
52.7% of the annual national marketing budget is spent on direct mail.* What this means is that even though social media has become common place in our lives, businesses still rely on direct mail as the number one advertising media to drive sales.
Direct Mail Advertising is on the Rise
In the 2013 calendar year, $45 billion was spent on direct mail. This was an increase over 2012.** One of the more well know companies using direct mail was Google. Even one of the largest online advertisers in the world knows the advantages of direct mail advertising.
Young Adults Prefer Direct Mail
According to Forbes, young adults ages 18 to 34 are some of the best targets for lead generation. Even though the internet is a huge part of the daily routine of this age group, in reality, this age group still prefers to learn about products and services via direct mail.
Direct Mail: Higher Response Rates = Lower Costs per Lead
When planning a marketing campaign, the cost per lead is more important than the overall cost of the campaign. Since the response rate for direct mail consistently averages 2-3 times higher than email, your overall cost per lead is lower.
Direct Mail Campaigns Generate Highest ROI
The goal of any business is to maximize profits. A recent study by Target Market Magazine showed that direct mail consistently produced the highest “Return on Investment” for both business to business campaigns and business to consumer campaigns.
*2012 DMA Response Rate Report
Even the most attractive of direct mail offers cannot generate sales unless people open up your envelope. With that in mind, listed below are some helpful tips to increase the open rate of your direct mail campaigns and ultimately increase sales:
- Use a live stamp instead of an indicia. The live stamp gives the envelope a more personalized appearance. In addition to the stamp, you can use a script font that resembles a handwritten envelope to increase the feel of personal mail.
- If your offer includes a coupon, incorporate the coupon into the letter and use a check background paper for the letter/coupon. Then use a window envelope to allow the check paper with the recipient’s name/address on it to show through the window. Giving the appearance of a check enclosed is a sure fire way to get the envelope opened.
- When using a closed envelope make use of interest generating teaser copy. For instance print “Gift Certificate Enclosed” on the envelope and make it stand out. Gift Certificates are inexpensive to print, add little to the cost of the mailing and only have a direct cost to you when they are redeemed. In addition, they can be used to generate sales of overstocked items that you are looking to move.
- Lastly, depending on your mailing list, either use brand awareness to your advantage or eliminate it. If the mailing is going out to previous clients, capitalize on this and print your company name and logo prominently on the envelope to increase recognition and your open rate. If you are prospecting to people you have never done business with before, consider using only your return address without your company name* to spark their interest of what’s inside.
As always, your experienced FNBR representatives are available at 888-988-8148 or email@example.com to discuss your options with you and help you come up with a mailing campaign that is well suited to the products or services you are promoting!
* Not allowed on Non-Profit Mail.
Related Post: 6 Steps to a Better Mailing Envelope
From concept to delivery by the post office, many details need to be taken into consideration when designing a mailing campaign. Some of the main areas of consideration are type of mailer to be used, full color or one ink, should you mail First Class or Standard Mail, to name a few.
One consideration that is extremely important, but often overlooked is “Time”. Many mailings are time sensitive and as such, budgeting enough time so that the mail is delivered in advance of your scheduled event or response date is imperative.
The following five steps must all be accounted for when you are trying to estimate the timeline for your mailing campaign:
- Mail Preparation
- Mail Delivery
The amount of time required for the design/proofing usually depends on you. It can be as little as a couple of days or as long as changes to the design continue to be made. The amount of time need for the printing and the mailing services usually falls in the 5-7 business day range. Specialty stocks and custom finishing take more time, and since each job is different, it’s always best to get an estimate for the amount of time needed from your FNBR representative.
Lastly, you need to take into account the amount of time that your mail piece needs to be delivered by the post office. A handy link for delivery time estimates is: https://ribbs.usps.gov/modernservicestandards/
When using this link, you must take into consideration if you are mailing First Class or Standard Mail and if your mailing list is local, regional, or national. The delivery times listed on the interactive maps are only estimates and other factors such as postal holidays, weather and high volume postal delivery periods need to be taken into consideration.
With time sensitive mail, it’s always better to budget extra time into your plans. It is better for your mail to get delivered a little before the day you prefer rather than after your event is over!
Contact FNBR at 888-988-8148 or firstname.lastname@example.org for help with your next marketing campaign.