By Alexis Damon
Introduction
Finding new ways to reach customers in a crowded (and costly) digital marketplace is vital if you want to cut through the noise. You might think it’s an old-school method, but direct mail marketing is making a powerful comeback. Now, tools are available to facilitate sending and tracking targeted direct marketing campaigns in the same way you set up email sequences.
What is Direct Mail?
Direct mail is an offline marketing technique used to send postcards, catalogs, brochures, handwritten notes, and other physical marketing materials to current or potential customers via postal delivery. In the past, direct mail marketing was a strategy primarily used by traditional retail stores, but as our physical and digital worlds continue to blend, multichannel businesses are also using direct mail to boost online sales.
Retail Direct Mail: Is it Dead?
Definitely not. By the end of 2020, direct mail spending accounted for the largest share of local advertising in the United States at $38.5 billion and is expected to reach $43.3 billion in 2022. Western Europe holds the largest share of the direct mail market, projected to reach $66.28 billion by 2025. Globally, the market is expected to reach $73.57 billion by 2026.
Real-World Examples of Merchants Succeeding with Direct Mail
If you’re still hesitant about using direct mail, the performance indicators of these brands may change your mind.
1. Obvi Grew from Zero to $30 Million in 30 Months with Direct Mail
The supplement brand Obvi achieved a return on investment of 1052.8% with a direct mail campaign aimed at reactivating repeat customers who hadn’t purchased anything in over 90 days. This campaign was a marketing postcard that cost $1500 and generated sales of approximately $39,733.
2. Pure Plates’ Direct Mail Campaign for VIP Customers Achieved a 68% Response Rate and 11x ROI
Pure Plates, a healthy meal subscription brand, used IgnitePOST to set up an automated campaign that sends handwritten cards to VIP customers once they reach a specific purchase threshold. With this simple gesture of sending a handwritten card, the brand found that customers responded well to the discount, which was much lower than the usual discount they had to offer via email. This campaign resulted in a 68% response rate, higher order value, and an 11x return on investment.
3. Brooklinen Uses Eye-Catching Texts and Incentives in Their Direct Mail Package
This direct mail package from Brooklinen, a home bedding brand, stands out with its blue envelope and sturdy booklet that entices recipients to see what’s inside.
4. Beardbrand Achieved Over 11x ROI with Direct Mail
The men’s grooming brand Beardbrand saw an 11x return on investment with a direct mail campaign aimed at reactivating customers who hadn’t purchased in over six months and were not subscribed to email marketing.
5. WINPRO Gains More Customers While Reducing Acquisition Costs Using Direct Mail
The pet supplement brand WINPRO used email matching and retargeting techniques from PostPilot to send physical postcards to customers who signed up for email but hadn’t made a purchase yet.
Best Practices for Direct Mail
Like any other marketing strategy, there are ways to help you succeed with direct mail. Here are some tips to get started:
Mix Direct Mail Campaigns with Online Campaigns
It may potentially…
Direct mail marketing strategies can confuse your customers. Studies also indicate that blending digital marketing with direct mail boosts conversion rates and average order value. Integrate this new channel into your current marketing plan to create additional touchpoints with customers, whether physical or digital.
Focus on Design, Content, and Planning
Like email campaigns or other forms of digital marketing, you will want to ensure that your direct mail campaigns reflect your identity, what you offer, and the benefits of choosing your brand.
Using Direct Mail to Build Trust and Encourage Shoppers to Buy from Your Brand Instead of Competitors
Direct mail can be a means to build trust and encourage customers to purchase from your brand instead of competitors. Direct mail campaigns should always include elements such as your brand logo, a clear message, high-quality images, a clear call to action, a URL or QR code, and a purchase incentive like a coupon code or a free gift with purchase.
Testing Different Elements and Measuring Results
Like any marketing campaign, testing is essential. Segment your lists and conduct A/B testing, ensuring you always have a way to track results and understand your return on investment.
Using the Shopify Store to Leverage Direct Mail
There are numerous direct mail plugins available in the Shopify store, including PostPilot Postcard Marketing, Poplar Mail, and IgnitePOST. It’s easy to start testing direct mail and is less risky than Facebook and Google ads due to lower costs, less competition, and higher return on investment.
Conclusion
From personalized direct mail to new product advertisements to thank-you cards, direct mail is a surefire way to integrate online touchpoints and other offline touchpoints to grow your business. Physical mail can help you build deeper relationships with customers, reduce customer acquisition cost, maintain loyalty, and increase sales.
FAQs about Direct Mail
What is an example of direct mail?
An example of direct mail is a postcard, flyer, or letter sent to a potential customer’s address.
How does direct mail work?
Direct mail is a form of marketing that involves sending physical mail containing a message or advertisement directly to a potential customer. It can be used to reach a variety of people, including those who may not be reached through other traditional advertising methods. The process typically involves designing the mail piece, printing it, and sending it to a list of recipients. The mail piece can include a promotional offer, product information, or other content. Once the mail piece is received, the recipient may act on the offer or respond with a purchase, comment, or other response.
Is direct mail considered junk mail?
No, direct mail is not considered junk mail. Direct mail is a marketing practice where an organization or company sends physical mail pieces to potential customers or leads, such as postcards, brochures, and catalogs.
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