If you’ve ever received a postcard in the mail with an offer to replace your windows, a discount from the hotel you stayed at last year, or a catalog displaying the many products a brand offers, then you’ve witnessed firsthand a direct mail campaign.

Direct mail is one of the most effective forms of marketing, and it continues to become more effective year after year making it important for marketers to begin taking advantage of it now.

However, before you join the successful companies utilizing direct mail, you’ll need to get a rundown on everything there is to know about a direct mail campaign.

What Is a Direct Mail Campaign?

A direct mail campaign is a physical, tangible form of marketing that is delivered directly to a consumer or business’s mailbox with the goal of getting them to respond.

Social media, email marketing, and other online ads are the digital equivalent of direct mail marketing, and it is set up very similarly. For example, all you need for a direct mail campaign is an audience, an offer, an eye-catching design, and a means of printing and mailing your direct mailers.

Why Do Direct Mail Campaigns Work?

You now know what a direct mail campaign is, but do direct mail campaigns really work?

Yes, direct mail campaigns absolutely work and here is why:

Direct Mail Campaigns Reach a Wider Audience

You can reach the exact same people you would with digital marketing with a direct mail campaign. The difference is that not everyone is checking or opening their inboxes, not everyone uses social media, and many ignore online ads or have ad blockers installed.

With direct mail campaigns, your entire audience checks their mailbox. So, for example, if your target audience isn’t avid social media users or don’t typically check their email, you’re better off sending direct mail to your audience. Even social media and internet pros, they’re bombarded with online ads every day and are becoming better at ignoring them.

Direct Mail Is More Memorable

Direct mail requires 21% less cognitive effort to process than digital ads resulting in it being easier to understand and remember.

Physical materials, like direct mail, engage with the memory networks of our brains better than digital messages. They involve more emotional processing, which is extremely important for memory and brand association.

Direct mail is so well remembered in fact, 75% of people can recall a brand after receiving just one direct mail piece, while only 44% can recall a brand after seeing one digital advertisement.

More People Respond to Direct Mail

It’s true, more people do respond to direct mail campaigns than digital marketing campaigns. In fact, a study showed that direct mail receives a 9% response rate which even when combined is higher than email, social media, paid search, and online display ads.

Your Audience Prefers Direct Mail

Crowded mailboxes aren’t a thing anymore. In today’s world, it’s our email inboxes and phone and computer screens flooding with messages from companies trying to sell something, which is often annoying.

On top of a less crowded canvas, direct mail can be held on to and read when it’s most convenient for the recipient which is why 73% of consumers said they prefer receiving messages from brands via direct mail in a recent study.

Direct Mail Campaigns Help Your Brand Stand Out

The thing about digital marketing campaigns is that every business uses some sort of digital advertisement. Whether email, social media, display ads, etc., your target audience is exposed to digital ads constantly. So, while on the small chance they do open your email or remember your online display ad, they’re also exposed to countless other ads from other companies within your industry.

Not every business is launching direct mail campaigns, and in doing so your brand stands out and increases the chances that an individual will choose your company over another when it’s time to make a purchasing decision.

People Purchase More When They Receive Direct Mail

Direct mail campaigns have better brand recall, they reach a wider audience, more people are responding to them, people generally prefer receiving direct mail, and they help your brand stand out. This all results in one goal every business has. More sales.

What Are the Different Types of Direct Mail?

There are many different types of direct mail to choose from and each type of direct mailer has it’s own purpose.

Let’s take a look at some of the most popular types of direct mail you can choose from when considering a direct mail campaign:

Postcards

Postcards are one of the most affordable and versatile types of direct mail you can use within a direct mail campaign. They’re used by all types of industries from retail stores, healthcare providers, restaurants, and banks. Postcards also come in a variety of sizes including as small as 4”x6” and as large as 6”x11”.

Marketers tend to take advantage of direct mail postcards when they have a quick message they want their audience to interact with and understand right away and they are perfect for driving prospects and customers to a website, a store, or an event.

Direct Mail Letters

Direct mail letters are usually mailed within a branded envelope and are the type of direct mail companies typically use for more private or serious messages.

Letters are more text-heavy with an intro to the company and details on how that company can help. They’re also often aimed at generating a conversation with the recipient rather than getting them to make a purchase right away.

Brochures

There are many different types of brochures to choose from and they are all a very cost-effective, and interactive way to get your audience to want to learn more about your company and its offerings.

Like postcards, brochures can be used to get that immediate attraction from a recipient, but they offer more space and opportunity for you to begin sharing in more detail who your company is along with the benefits of your products or services.

Catalogs

Catalogs are your multi paged direct mailers and they come in a variety of sizes, page counts, and paper stocks. While direct mail catalogs are one of the more expensive types of direct mail, they’re also one of the most effective. In fact, in a recent study, 84% of people purchased an item after seeing it in a catalog.

Direct mail catalogs are typically used within direct mail campaigns when you want to provide your audience with a more in-depth look into who your brand is, and they are commonly used to display a wide range of products or services your company offers.

When Should I Use A Direct Mail Campaign?

Direct mail campaigns can and should be taken advantage of throughout the entire marketing funnel.

Because you can target virtually any group of individuals, a direct mail campaign is perfect for reaching a new audience.

Direct mail is also effective for following up on digital marketing campaigns, when you’re looking to convert prospects to customers, and when you’re looking to engage with customers to encourage loyal relationships and repeat business.

What Options for Direct Mail Campaigns Do I Have?

If you have a list of prospects or customers and their mailing addresses, you’re ready to get started on your direct mail campaign. You also have a wide range of other direct mail services to choose from when deciding to take advantage of a direct mail campaign, including:

Every Door Direct Mail: Reach every household on a chosen mailing route without knowing their addresses.

Custom Mailing List: Build your own mailing list consisting of individuals or businesses who match your target audience.

Direct Mail Automation: Integrate your direct mail campaign with your CRM or marketing automation platform to send direct mail the same way you send email.

Proximity Mailing: Target individuals who live around or near your ideal customers.

Mailbox Retargeting: Retarget your anonymous website traffic and bring them back to your site using the power of direct mail.

Propensity Mailing: Send direct mail to individuals who are most likely interested in your product or service.

And so much more!

How Much Does a Direct Mail Campaign Cost?

The cost of a direct mail campaign varies based on how you take advantage of it and whether it costs you $40 or $4,000, the cost is typically a small fraction of the return it brings.

Each type of direct mail and direct mail service varies in cost. Postage, quantity, design, and adding personalization also can play a role in how much a direct mail campaign costs.

To explore each key factor in determining how much a direct mail campaign could cost you, click here to learn more.

How Do I Get the Best Results with A Direct Mail Campaign?

Choose The Right Audience

The audience you target within your direct mail campaign will reflect the results you receive.

You need to focus on what you're trying to accomplish with your direct mail campaign. Are you trying to promote a sale, introduce your company, or offer a specific service? What demographics match your most profitable customers or ideal audience? Who are the people who would be most interested?

For more information on how you can reach the perfect audience with your direct mail campaign, click here to get the details.

Include an Irresistible Call to Action

A CTA, or call to action, is the part of your direct mail design that sparks an immediate response and encourages the recipient to make a purchase, sign up, learn more, etc.

Without a CTA your audience won’t know what to do and your ROI will reflect the lack of responses.

Make sure your CTA is bold and eye-catching. Your CTA could include a coupon code, a QR code for your audience to scan and sign up for an event, a time and location along with a discount promoting your grand opening, your nonprofit’s social media handle to encourage donating to your causes, and more.

Add Personalization

Direct mail campaigns that use personalized direct mail see around a 135% increase in their response rates.

What is personalized direct mail and how can you take advantage of it, you ask?

Personalized direct mail is when every single direct mail piece is customized for each recipient. This could include names, locations, images and more. Plus, it’s not that expensive thanks to Variable Data Printing which allows printers to print different information on each printed piece at once.

All that is needed is a little information. For example, if you’d like to include your audience's name on the front of your postcard, all that is needed is a proper design layout and a list of names that correspond with each mailing address which can be obtained from your native files or via a custom-built mailing list.

An Eye-Catching Design

For the best direct mail campaign results, you need a direct mail design that stands out. Include contrast, negative space, a clear and easy-to-read font, and your branding! For effective direct mail design tips, click here. 

Include Tracking Elements

Tracking your direct mail campaign will allow you to easily measure results, and it allows you to follow up on your direct mail successfully. It’s easy to track direct mail as well! All you need is a direct mail tracking method placed within your direct mail design including a personalized URL, a QR code, a trackable phone number, or a discount code.

To learn more on how you can effectively track your direct mail campaign results, click here.

How Do I Get Started on A Direct Mail Campaign?

Getting started with a direct mail campaign is similar to any other type of marketing campaign.

You start with your goals and budget, your target audience, your messaging, your design, and then you need to choose how to launch your campaign.

At Conquest Graphics, our team of direct mail experts is here to help you every step of the way. From choosing the best options that reflect your goals as well as budget, to printing and mailing your direct mail campaign, to even helping with your direct mail design, we’ve got you covered.

Feel free to contact us at any time to get started on your direct mail campaign or click below to discover our most popular direct mail services to explore how you can take advantage of this powerful marketing channel today!