There is enormous value in Direct Mail. Done right, postcards and mailers will get you into the right hands of consumers day in and day out.
85% of companies that use direct mail use it for lead generation. These marketers say unequivocally that direct mail helps them generate leads and sales and drive traffic to their websites.
I am reprinting this article by Ray Shultz that appeared in Media post news. You know I’m a numbers person and believe that data tells the story. So, please.
Brands have many channels to choose from. But there is one channel that stands out in this age of generative AI.
Print. Direct mail. Marketing email.
Marketers say direct mail helps them:
- Improve their company’s brand and image – 84%
- Generate leads for their business – 85%
- Generate brand awareness for their business – 87%
Additionally, marketers believe direct mail can help them boost lead generation:
- Increase brand awareness — 65%
- Generate leads and sales — 57%
- Drive traffic to a website – 53%
- Provide detailed information about products/services – 39%
- Drive more visitors to physical locations – 36%
- Complement online marketing efforts — 32%
- Improve overall marketing ROI – 32%
Some prefer digital channels
Of respondents, 48% simply prefer digital marketing channels.
Additionally, 29% cite a lack of budget for printed marketing campaign materials, while 25% are unsure about the effectiveness of printed materials.
They also quote:
- High frame, printing and post-production costs — 46%
- Difficulty tracking and measuring ROI: 34%
- Difficulty targeting specific audience segments: 34%
- Distribution logistics and costs — 32%
- Limited reach compared to digital marketing channels: 28%
- Complexity of design and content creation — 17%
- Implement direct mail into my overall strategy — 11%
- Lack of experience using and buying direct mail – 8%
How do they measure it?
- Sales revenue generated —52%
- Increase in website/store traffic — 48%
- Increase in inquiries or quote requests — 45%
- Customer feedback or surveys — 38%
- Growth in qualified leads — 37%
Ascend2 surveyed 441 marketing and sales decision makers in the month of August 2023.
Check out this article for water quality dealers looking for direct mail tips to boost their lead generation.
