Give Your Direct Mail the Edge in 2022

Marrying direct mail with digital marketing campaigns can better achieve your ideal results.

There’s so much mail and so little time to read it – so how do you stand out in a busy mailbox? Studies show that direct mail continues to deliver results, even in the face of growing digital options for marketing.   

The hard numbers tell the story: a study by the Data & Marketing Association showed that response rates for direct mail are at about 9%, which far eclipses response rates for emails. On top of that, more than 42% of direct mail recipients read or at least scan the mail they receive. 

Marrying direct mail with digital marketing campaigns can better achieve your ideal results. In fact, more than 60% of marketers say they use online tracking capabilities to better measure responses to their direct mail campaigns.   

So how can you go the extra mile and really ensure that your next mail piece delivers your message? Here’s a few tips to keep in mind: 

  • Postcards are more popular than ever, and it’s easy to see why. A postcard is smaller, with less words – meaning it’s faster to read over quickly and understand the message you’re sending. A bright graphic and a call to action to visit your website or in-person location can help drive strong response rates. 
  • QR codes have made a comeback, especially as part of a multichannel effort. Including a QR code is a quick, easy way for you to immediately drive the eyes of customers to your website, or even to a special online offer exclusive for your specific campaign.
  • Eco-friendly trends are easier than ever to take advantage of. Whether you use recycled paper for your mailers or just include a “recycle me!” message on your postcard, it’s easy to show that your company is having a positive impact on the environment.  
  • Variable-data printing makes it simple and easy to quickly personalize your mail pieces. You can create a one-to-one campaign with specific imagery and content relevant to each individual on your list – which in turn drives stronger response rates and better engagement with your brand. 
  • Go dimensional: To really make an impact, trade your envelope or postcard for a mailing tube or small box and include a logoed item that coordinates with your campaign. According to the Advertising Specialty Institute, 85% of consumers remember the advertiser who gave them a promotional product.  

Smart marketers know that a great direct mail piece starts way before putting the stamp on an envelope. When you’re ready to plan out your next direct mail campaign, whether on its own or as part of a larger multichannel effort, contact Allegra to set up a consultation!