It might seem like everything in marketing is focused on AI and emerging digital channels these days, but there’s another more traditional channel that’s seeing increased spending and big results: Direct mail. 

Direct mail—including postcards, letters, magazines, and other printed materials—offers some of the highest ROI for marketers, and since it’s not oversaturated like some other channels, your company, brand, or destination can use it to stand out among your competitors.

Here are a few reasons why you should consider incorporating direct mail as part of your marketing plan.

Strong open rates & ROI

Studies have shown that direct mail can have open rates as high as 80 to 90 percent, compared to only 20 to 30 percent for most email channels. This makes sense, as people are more likely to interact with and respond to a piece of mail that arrives at their home than they would an online ad or even an email.

ROI statistics are even more impressive, as Postalytics reports that some companies on average report a more than 100% ROI for direct mail that leads to purchases of goods or services—that’s higher than SMS messaging and email, according to the research.

Direct mail lasts longer

While most digital ads or emails can be seen and skipped or deleted in seconds, direct mail stays in the home for an average of 17 days, according to Direct Response Media Group. This is especially true if your direct mail pieces are well-designed and engaging and feature the things your customers are looking for (the top two categories are coupons, discounts, and special offers and relevant product/service recommendations, according to a Franklin Madison Direct report).

Personalization options

Direct mail is also a good way to add a personal touch to your marketing messages. According to Postalytics, 63 percent of people are more likely to engage with direct mail if it is personalized, and 71 percent of people feel that direct mail is more personal than online ads or emails.

Analyze your customers’ or clients’ purchase history and demographics to send out customized mailers and not just take a “one size fits all” approach; Direct Response Media Group says this can deliver a return of investment five to eight times your marketing spend.

Direct mail is a valuable tool for brands, companies, and destinations, especially when it’s paired with an in-depth marketing campaign that includes a strong digital element (QR codes on direct mail pieces are a great way to drive people to your e-newsletter signups or specific pages on your website). This kind of integrated campaign allows for more robust tracking and analytics (QR codes are a great way to drive people to your website via direct mail).

At Pilch + Barnet, we can help you reach your goals with a personalized, impactful marketing plan that incorporates the channels that are right for you, from direct mail to e-newsletters to websites. Contact us today to get started.