If Direct Mail isn’t part of your marketing strategy, it should be.

If Direct Mail isn’t part of your marketing strategy, it should be.

In the era of digital, consumers are surrounded by commercial messaging all day long, challenging marketers to find new ways to break through the clutter. What if the ‘new’ way was actually a tried-and-true marketing strategy? Yes, Direct Mail.

According to the 2022 State of Direct Mail, 67% of marketers agree that Direct Mail delivers the best ROI, which is not surprising when you consider all the benefits. Not only does Direct Mail provide a tangible brand experience—something you can touch and feel, which has become important in the post-covid world—data from CRMs, brand research, and existing client demographics can be used to personalize messaging and creative, and guide consumers through the sales funnel. With the ever-changing technology in the direct mail industry this change in messaging or imagery can be achieved in one production cycle as opposed to the historical “A/B” split of years past.

The study showed marketers use Direct Mail for:

Per the study, 80% of marketers send personalized messaging and 46% personalized imagery, which may seem obvious executions, but with Direct Mail you can also layer in demographic and behavioral data for even richer targeting.  Additionally, personalizations allow marketers to measure the efficacy of their Direct Mail campaigns, offers and messaging without additional cost.

The top ways to measure conversions are:

However, Direct Mail is not a standalone tactic; only 5% of marketers use it singularly.  When combined with other paid, owned, and earned media channels, it reinforces messaging across offline and online touchpoints to drive response rates.