Direct mail marketing was once the gold standard for business owners and marketers who wanted to get the best possible return on their investment. But as television ads, radio broadcasting and digital marketing started to gain momentum, many people simply abandoned the system that had proven itself over the years. No matter what you plan to do, you need to ignore the hype and take a look at the numbers. You will then have a good idea of whether direct mail marketing makes sense for you.
When you invest your money into any marketing plan, you want to be able to measure your results so that you can refine your approach. If you use direct mail, you can easily track your audience’s response rate, adjusting your strategy accordingly. You can list different phone numbers and discount codes when you need to experiment with your headlines and the other elements of your letters. Based on the number from which most of your prospects place their calls, you will get a clear picture of what is working and what is not.
When you record a video or audio clip for television and radio commercials, you will need to make a significant investment from the start, but direct mail is much more flexible. You can send mail to a small portion of your audience and scale up when you start generating a decent income. Direct mail puts you in control of how many people see your message and how much you spend on each campaign. If your effort is successful, there is no limit to how far you can go, and you will be impressed with the outcome.
Effectiveness and Returns
All of the measurements and scalability in the world will not matter if you don’t have an effective platform, and business owners are often shocked when they see the rewards for the first time. The Direct Marketing Association states that most people get a 2 percent return on their direct mail campaigns, which is more than digital marketers expect to earn.
Even though people usually overlook the power that direct mail has to grow their business, this mistake is likely costing them a lot of money. Offering flexibility and scalability, direct mail could be the perfect solution for businesses that are looking for a way to improve their marketing plan. Because you can start small, you don’t have to risk much to run a test, but taking the little step could present you with an amazing opportunity to take your profitability to the next level. Since a lot of marketers are now using digital platforms, you won’t have as much competition as you would have faced in the past.