Does Direct Mail Make Sense for Your Small Business?

When it comes to reaching your audience, the bigger the bang you can create — while spending as little as possible — the better your ROI. And while there are plenty of newer, trendier marketing strategies out there, there’s one that remains tried and true for many businesses:
Direct mail.

Other tactics may come and go, but direct mail has had long-lasting impact on marketing to consumers for decades. Ask yourself the following questions to see if it’s a good fit for your small business.

Are We Trying to Reach a Younger Audience?

You might assume that Millennials would prefer to hear from brands via social media or mobile, but 94% of the younger generation prefer direct mail to guide them in purchase decisions. Knowing the preferred method of communication of your audience is imperative, if you hope to make an impact.

Is Our Response Rate on Other Marketing Channels Lacking?

Again, direct mail doesn’t get the spotlight often, but it’s actually a rock star when it comes to results. The response rate for direct mail is 3.7%, whereas it’s lower for other marketing channels:
  • Mobile: 2%
  • Email: 1%
  • Social Media: 1%
  • Internet display ads: 0.2%
The response rate will, of course, depend in part on the offer that you mail out. Make sure it’s relevant to your audience, and that you segment based on user preferences. For example: don’t send a New Customer special to existing customers!

Are We Trying to Drive In-Store Sales?

If your primary sales channel is in-store rather than online, it can be challenging to translate online marketing efforts into warm bodies in your stores. But direct mail can do just that: 56% of consumers who responded to direct mail went online or visited the physical store.

Sending out a coupon with an approaching expiration date is a great strategy to create a sense of urgency and get people into your physical location. Make the coupon high-value (buy one, get one free or 50% are good examples), and make sure to include any fine print on the specifics.

Tips for Successful Direct Mail Campaigns

If you’re ready to give direct mail a try, take these suggestions into consideration for best results...

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