Direct Mail Marketing, is it still working in 2019?

Direct mail campaigns are alive and performing very well for our clients in 2019. No one can argue that the online marketing world has exploded in the last decade. We are consumed and overwhelmed at the same time. The on-demand video has overtaken traditional television viewership. With on-demand streaming and DVR options, we are seeing a decline in reach with traditional television advertising. However, direct mail marketing is making a resurgence. Online they say content is king, but direct mail marking is the undisputed king in of offline marketing.

Are people still sending letters and thank you cards?

The smart ones are still taking advantage of this lost art! The idea of a mailing a thank you card has been forgotten. We live in a high tech world of text messages, emails, and instant messaging. Phone calls, face to face meetings, and personalized mail in the mailbox are going t dominate in 2019. We are currently working on direct mail campaigns that are driving traffic to our client’s website. WOAH…yes, I am telling you that you can get ahead of your competition with direct mail pieces like postcards, letters, and notes.

Outlook and Gmail inboxes are full of spam, junk, and unwanted unread emails. According to www.radicati.com., the average office worker received 121 emails per day in 2018. The same discount codes, QR codes, and offers you are sending via email to a full inbox or spam can be delivered to your current and potential clients mailbox with a high open rate and click through than traditional email marketing.

How does direct mail marketing compare to online marketing?

Direct mail has a far higher response rate than email marketing. According to Data Marketing and Analytics, direct mail household response rates are 5.1%. This is huge when compared to .6% email, .6% paid search, .2% online display, .4% social media).
Furthermore, in their research, DMA reported Direct mail median household return on investment is 29% (compared to 124% email, 23% paid search, 16% online display, 30% social media). (Source: DMA) Additionally, every $167 spent on direct mail in the US, marketers sell $2095 in goods. (Source: Print is Big)

Even the elusive millennials who have grown up online are extremely happy responding to physical ads. Their only request is the as have a strong emotional response.
How does direct mail get such great results?
Long after the pop-up ad is gone or your Email is 3 pages deep in the inbox, a direct mail piece is still displaying your message to the recipient. If you direct mail pieces has the correct message or offer, it remains on the desk or gets attached to the refrigerator with a magnet. This is the offline world equivalent to a Google pop-up ad.

Should I dump my Google ad spend or social media ad buy?

I don’t think that is the solution. We have always said in marketing you have to touch your customer 5-7 times before they make a conscious decision to make a purchase.
So imagine your potential client see an email come in from ABC Company and doesn’t necessarily read the email but saw the notification pop-up on their screen. As they are doing a Google search or scrolling Facebook and again see an ad for ABC Company. Now as they arrive home from a hard day of reading and responding to emails and searching social media, they find your postcard in the mailbox. This is a very powerful mixed marketing campaign that will drive results.
Think about this if you send out 1000 postcard alone 44 people on average will respond to your message by either calling you or going to your website.

2019 is the year of physical contact to earn your clients business and CRUSH the competition!