What is Direct Mail Marketing?
Direct mail marketing is a strategy that marketers use to connect with their target audience by sending printed pieces in the mail.
The pieces can be flyers, postcards, brochures, catalogs, or packages. Direct mail doesn't always have to look like a bill, an envelope or a letter. Simply put, direct mail puts something in their hand. It’s tangible. It lasts longer.
This is where Bigger Dot comes in. We have the capability to produce all types of printed mailers that will land in the hands of your clients.
Why Direct Mail Marketing Works?
While some consider direct mail old school or dated, we consider it a “classic”. In fact, there’s a direct mail renaissance that seems to be exploding as consumers are being bombarded by emails and stepping away from screen time.
Direct mail winds up in their mailbox, not their inbox or spam folder. It avoids the digital clutter that we have grown numb to.
It Gets A Response
Direct mail marketing boasts a response rate 30 times higher than the most powerful digital channel, email.
Direct mail has the potential for being more creative and can meet the consumer face to face, much more than its digital counterpart. It's personal.
It Stands Out from the Crowd
When it’s part of your arsenal and used in tandem with digital strategy, you will surely have a higher rate of response.
The Direct Facts of Direct Mail Marketing
Speaking of data, here are a few facts that should get your direct mail engines revving:
- 70% of consumers say direct mail is more personal than online interactions.
- 54% of consumers say they want direct mail from brands that interest them.
- Direct mail open rates can reach up to 90%.
- 42% of recipients read or scan the direct mail they receive.
- Direct mail response rates are five to nine times higher than any other advertising channel.
- Adding a name to your direct mail piece can increase response rates by 135%.
- 62% of consumers who responded to direct mail in the past three months made a purchase.
- 39% of consumers try a business for the first time because of direct mail.
According to surveys by the Data and Marketing Association (DMA), direct mail campaigns that use personalization achieve response rates of 6%, a big improvement over an average of 2% for non-personalized direct mail.
Variable Data Printing (VDP) is the Future
VDP is the greatest way to personalize the direct mail marketing experience. Customized direct mail pieces have a much higher rate of return because it’s not generic. By tailoring the piece and its message uniquely to the reader, your reader has a pure, customized direct mail journey. The end result? A higher chance of response, engagement, or purchase.
How Variable Data Printing Works
Although it involves customized messaging, variable data printing is fully automated.
VDP software enables you to reach your customers in a personal way through a database. Dynamically printed names, offers, graphics, etc. are pulled from an existing file and inserted onto a design template based on the variable data that they are matched to.
The VDP software then takes over by filling in the variables for the unique customer. This may seem a tad complicated, but Bigger Dot can help.
Here are a few sample variables:
- Marital status
- Purchase history
Variable data printing is an effective, data-driven, marketing strategy that makes a direct mail campaign more relevant and memorable to the customer.
When the planets align, direct mail can be cost-effective, and the metrics and ROI are measurable. And the results delightful.
BIgger Dot Can Help
Direct mail marketing can seem like a big project, but with Bigger Dot as your direct mail partner, it certainly doesn't have to be.
We know what it takes to put a beautiful piece of mail into the hands of your customers. A concept, design, list acquisition, database management, printing, mailing, tracking, and postage. We will be there for you through it all. But we don't lick stamps. We have to draw the line somewhere.
We'd love to chat!
Think we're a match for you? Let’s have a conversation and learn more about each other.