Direct Mail is often overlooked as an effective marketing channel for small and medium-sized enterprises. Offering important advantages over e-mail, television, and publication advertising, especially for neighborhood businesses, Direct Mail can:
Be read by more than 79% of recipients
Result in more than twice as many purchases from the retailer as email
Provide very competitive cost per conversion rates to other advertising strategies
Be passed along by hand to other prospective customers
Be retained for the future
Build an emotional connection with readers because the pieces are tangible and memorable
Direct Mail Works
A study conducted by marketing analysis firm Brand Science on behalf of Royal Mail found that combining direct mail with other channels significantly increased campaign payback, sometimes by as much as 20 percent. They found that online and outdoor marketing channels achieve the highest rates of success when integrated with direct mail.
Another Brand Science study determined that direct mail prompts almost 50% of consumers to visit a company’s website.
A second study by GI Insight found that nearly half of consumers will visit a company’s website because of the direct mail they received. For 18 to 24-year-olds, almost 53% of recipients will go to the website.
And now new technologies make Direct Mail even less expensive and easier. (For direct mail ideas, see our Direct Mail Case Studies section.)
Bagwell Marketing offers three direct mail options under our new LocalMailMax℠ program:
- Shared (Marriage) Mail: Each advertiser’s piece is bundled with other advertisers, and they are scheduled to go out together. No specific addresses or permits are required, so no mailing lists must be purchased. This is the least expensive way to target a zip code or a postal zone within a zip code and deliver it to every house. Recipients look forward to looking through the packet of advertisers for weekly specials. Because your mail goes with others, you “share” the postage price. Read More About Shared Mail.
- Every Door Direct Mail (EDDM): New from the U.S. Post Office – The LocalMailMax ℠ service augments the Every Door Direct Mail Program from the Post Office. We can now deliver postcards or folded mailers to people in the vicinity of a retailer by a postal carrier route. This is slightly more expensive than Marriage Mail but is perfect for more unique services, smaller quantities, or independent promotions. And you get the absolute lowest postage for an individual mail piece. There is no better way to target a local neighborhood than, Every Door Direct Mail. Read More about EDDM.
- Customized Direct Mail: This is the right choice for direct mailings that need to be sent to specific recipients like groups of members, former clients, or well-targeted prospects. It relies on bulk mail and is more unwieldy to manage, so costs are a bit higher, but it is the ideal choice for smaller quantities and more defined recipients. If you want to reach people with children, homeowners with pools, or business owners by title, this is the program for you. Read more about customized direct mail.
We Do More Than Direct Mail – We’re a Direct Response Advertising Agency
For more information on Direct Mail, call 1-866-281-8830 or Contact Bagwell Marketing
Read more about Direct Response Advertising