Eight killer mistakes that can threaten the success of any DM program Thinking about testing…
How Smart, Informed Decision-making Can Boost Your ROI
Direct mail can be the best form of marketing when executed well, delivering incredible results and ROI. According to a 2021 Data & Marketing Association (DMA) report, direct mail response rates can be as high as 5.3% for house listings, making it a powerful and effective technique. But it’s not invincible. That’s why it’s crucial to have a testing frame of mind and to stick with a campaign even when it falls short.
Not every piece of direct mail will be a home run. But that’s part of the learning process. It’s important to understand that right at the start and not to give up too soon. Instead, take a deep breath, analyze the data, and use that analysis to decide how to improve and refine your campaign.
Direct mail may not be as trendy as some of the newer marketing channels, but it’s a classic for a reason. It can be highly effective when given time and attention. A customer found through direct mail typically has a higher lifetime value than those sourced from other channels. A 2020 USPS study found that 58% of direct mail recipients were influenced to visit a promoted website, emphasizing the importance of capturing their interest with creative offers and messaging.
In addition to being creative with offers and messaging, targeting the right audience is key to a successful direct mail campaign. A well-executed campaign has the potential to impact your audience significantly; according to a 2019 Epsilon study, 76% of consumers sort through their physical mail as soon as they receive it.
Visualize direct mail as a boomerang. Don’t be discouraged if you throw it and it doesn’t come back. Adjust your aim, throw it again, and keep on throwing until you hit your target. With persistence, creativity, and a willingness to learn, direct mail can be a powerful tool for any business. As you continue to test and refine your campaigns, your ROI will grow, and you’ll be able to exploit the potential of this tried-and-true marketing channel fully.
Gunderson Direct has long-lasting relationships with some of the country’s largest corporations, helping them to lower their customer acquisition costs and increase profits using address-based integrated direct marketing programs.
Drop us a line for more information on how our direct marketing expertise can help your business.
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