Then, you’ve got the cost of postage, which can be quite costly when you’re sending large packages (even an oversized direct mailer can cost as much as $10 apiece).
You’ll need to pay for ideation, design, printing, and manufacturing (if doing any physical swag), and that’s before you even get a single package out the door. Setting up an email marketing campaign is easy and cost-effective all you need is an email automation platform and a bit of copywriting know-how.ĭirect mail requires a lot more investment upfront. Good things rarely come cheap, and direct mail is no exception.
#Direct mail free#
Understand the impact of your abandoned carts with our FREE cart abandonment revenue calculator! Direct mail marketing can be expensive In the B2B world, it can be challenging to reach the right person with direct mail, particularly when targeting large organizations or ones with remote workers. In this case, it might be best to restrict your direct mail efforts to physical products (gifts, for example). Younger audiences might consider it strange that you’re communicating via traditional mail (why couldn’t you just send a text?), as the only mail they’re used to receiving is deliveries from online orders. Efficacy depends on your target audience profileĭirect mail marketing can be a powerful channel if you’re trying to reach people who aren’t active online.įor example, if you serve an older B2C audience (let’s say you’re an aged care company), direct mail might be the best way to reach your current customers. While direct mail has 9x better response rates than email, we need to consider the relative cost.ĭoes direct mail cost less than 9x more per customer than emails, or does it cost a lot more? If that’s the case, the relative results may be the same or worse for direct mail. That said, response rates shouldn’t be viewed in a vacuum. That might seem low, but compared with email, paid search, and social media response rates, each averaging about 1%, it’s much higher. The average response rate for direct mail marketing is around 9%. One of the best things about direct mail marketing is the response rates can be through the roof. Getting your potential customers to respond? Not so much. Sending out emails and LinkedIn InMails is easy. Identify opportunities where it’s easy to gain attention (i.e., where competition is low) and the cost of doing so is comparatively low.Ĭonsidering the ROI some marketers are generating, and direct mail could be an example of an underpriced attention opportunity. Standing out from your competitors can be tough in today’s highly-saturated environments.Įvery marketer and their dog is running a comprehensive content strategy, publishing consistently on multiple social media platforms, driving lead generation, then following up with email nurture sequences.īecause direct mail is so underutilized, it represents an excellent opportunity to make your brand stand out.Įntrepreneur, CEO, and public speaker Gary Vaynerchuk often talks about “ underpriced attention.” Simple marketing tactics like this can create a lasting impact and help solidify your brand in the minds of your customers. Power companies send out “To the householder” letters to capture their business, big-box retailers distribute mailers weekly, and even B2B companies targeting enterprise customers use this unique tactic. While it sounds like an outdated tactic (can’t you just send an email?), direct mail is still widely practiced. You send mail (whether a letter or a physical product) directly to the customers you’d like to market to.
#Direct mail how to#
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