Untrue & Debunked
With years of experience, we’d say we’re experts in direct mail marketing. But we’re not just the mail people. We provide highly impactful direct mail marketing that cuts through today’s digital noise to deliver a tactile experience and leave a lasting impression. That’s why we’re well versed in all of the misconceptions about direct mail floating around out there, and can tell you exactly why they’re untrue. Follow along as we debunk the 6 misconceptions of direct mail.
Misconception 1: Direct mail is past its heyday
Once in a while, we hear people speculate and assume that direct mail is past its peak – but just because direct mail has stood the test of time, doesn’t make it outdated. It’s been around for a while for a reason, and has evolved and changed over time – with the times. In fact, in a recent IAB survey, six out of ten marketers prefer direct mail over other offline channels and still include it in their direct marketing strategy today.
These days, direct mail breaks through the digital noise and is unique and different than other marketing tactics. It brings about nostalgia, as people enjoy the feeling of paper in their hands, similar to enjoying paperback books over kindles. Plus, for every 36 emails you receive (on average), you get 1 piece of mail in your mailbox. The possibilities are quite endless, with many exciting design opportunities and options. Really, direct mail is only boring and old if you make it that way.
Misconception 2: Compared to other tactics, direct mail doesn’t provide ROI
This one couldn’t be further from the truth. Don’t believe us? Here are just a few stats to back us up. The average lifespan of an email is 17 seconds, compared to direct mail’s average lifespan of 17 days. Up to 90% of direct mail gets opened, compared to only 20-30% of emails. Per USPS, 98% of people check their mail daily and Americans spend upwards of 30 minutes with their mail on a single occasion. Direct mail open rates can reach up to 42%. Recipients of direct mail also “purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail.” Direct mail gets response rates 10 to 30 times higher than digital channels, according to the DMA (Direct Marketing Association).
Basically, direct mail usually does very well in terms of ROI, and it can (and should) be tracked – so make sure you’re getting the most out of it by making it trackable with the use of digital touchpoints.
Misconception 3: Direct mail marketing is expensive
When people think of print, they sometimes think of high-cost, but that’s not always the case. If you have a quality list and are getting the most out of each mailer you send, direct mail won’t seem all that expensive. What do we mean by a quality list? If you’re sending to strategic, particular contacts – not just any contacts, your ROI will be worth the price.
Additionally, print often gives you more for your money while other marketing practices alone may not (for example PPC, social media ads, email marketing platforms, and more). According to the stats, mail marketing is much more likely to be seen and paid attention to.
Misconception 4: Millennials and younger don’t like or pay attention to direct mail
Direct mail isn’t just effective for older audiences. Actually, 73% of American consumers (in general) say they prefer being contacted by brands via direct mail because they can read or review the information at their leisure. And, 41% of Americans of all ages look forward to checking their mail each day.
Millennials, specifically, like to feel important and seen, so the personalization opportunities of direct mail make for great millennial marketing. To add to this, many millennials and Gen-Z-ers have digital fatigue and find taking a “break” with print to be often enjoyable, and it “should be no surprise that those raised on the internet are best able to tune out online ads.” They also have shown to have a lot more trust in print resources than in digital.
Misconception 5: Direct mail works on its own and doesn’t integrate with other channels
These days, direct mail is actually an excellent touchpoint among many, especially when conducting a multichannel marketing campaign. And, we’d even say that combining tactics, even if it’s just two, is usually the way to go. In a recent study, a whapping 68% of marketing respondents saw that combining digital and direct mail increased visits to their websites.
So, how do you integrate physical with digital? By using a URL of a landing page or website, a PURL (personalized URL), BRC (business reply card), or a QR code. Any of these can be used to lead the viewer to a digital touchpoint. These can all also be used to measure attribution and better understand your target audience, and the emails and other information acquired from BRCs or online landing page forms can be used for email marketing, targeting customers with digital advertising, and sending further communication.
Misconception 6: Direct Mail = Junk Mail
Unlike junk mail, direct mail is focused, targeted, relevant, ROI-producing, and uses a quality send list. For more on why direct mail isn’t the same as junk mail, check out our blog, “Direct Mail vs. Junk Mail”, here. Strata can be a resource for direct mail with a surgically targeted list of prospects that are not only more likely to have a need for your project or service, but are also more likely to respond.
Now that it’s a bit clearer that direct mail is relevant, effective, and can be a huge part of the bigger picture of a marketing strategy, you may be interested in giving direct mail marketing or multichannel marketing a try. If so, give us a call.
What’s the Real Deal?
There’s a ton of information out there about multichannel marketing – and it can be hard to sift through. You probably often find yourself wondering, what’s real, and what’s myth? You’re not alone. Many marketers end up hindering their own multichannel efforts by believing a lot of these circulated misunderstandings, but with our help, you don’t have to. Today, we’re looking at three of the most common misconceptions around multichannel marketing, and – as experts in the area, letting you in on the real deal.
Myth 1: Multichannel Marketing is “Too Expensive”
There are a ton of marketers and organizations out there that have yet to try or implement multichannel marketing because it’s “too expensive” or “over budget”. It may cost slightly more than your generic, on-touch marketing, but it’s important to consider the benefits and weigh the cost versus the potential (and often guaranteed) ROI. There’s proof out there that many businesses end up getting much greater ROI from multichannel marketing, making the price worth it. Plus, it’s estimated that companies with optimal multichannel campaigns experience “customer retention rates of 89%, compared to an average of 33% for those businesses with weak multichannel engagement”. It’s all about how you use your budget, and allotting it to the marketing practices and programs that will yield the highest return.
Myth 2: Multichannel Solutions “Benefit Only the Customer”
It’s a common misconception that multichannel marketing is great for meeting customers at many touchpoints, but that it’s overwhelming and inconclusive for the company using it. This could not be further from the truth. Multichannel marketing is not just a one-touch process, and that’s what makes it unique and effective. Although it may seem like a lot at first (engaging with customers on several platforms such as direct mail, social, and website) it’ll be extremely helpful in forecasting and planning a company’s marketing strategy in the long run. Multichannel marketing benefits customers by providing them with relevant, personable, and consistent content, but also benefits your company by building brand awareness, loyalty, and trust within consumers and by compiling data and analytics for a complete picture of your audience’s customer journey.
Like we said, it may seem like a lot at first, but over time, you’ll get a clear picture of what channels and touchpoints work best for your company and reach the most customers, what channels and touchpoints don’t, and where and when it’s best to reach your target audience(s).
Additionally, multichannel marketing helps your employees improve customer service and build more personal and personalized relationships with customers. For example, while communicating with a customer at a certain touchpoint, your customer service representative can see exactly what contact points the customer has already accessed, as well as the information they’ve received or provided to your company. This relationship that multichannel marketing fosters not only creates less frustration and unawareness for the customer – but for the company as well. In turn, multichannel marketing reduces staff turnover, and ensures that you keep your most talented employees. It can also reduce staff errors and build a better brand reputation for your company as a whole
Myth 3: Multichannel Marketing is “Hard to Implement”
We’ve heard this one a lot. “Multichannel marketing is so involved,” or “I just don’t have time for all that.” Here’s the thing…multichannel marketing is only as hard as you make it. There are a lot of channels out there to reach your potential customers (website, in-store, catalog, e-mail, TV, text, blog, mail…the list goes on), but that doesn’t mean you have to use all of them. Plus, if you stick with your brand standards and ensure all of your touchpoints are connected and unified, you can use similar (if not the same) content, design, colors, and calls-to-action across channels, making the process much easier.
The best way to get started without getting overwhelmed is to create a plan. A great trick for quick planning is “RACE”; Reach, Act, Convert, and Engage. Make sure you’re hitting all of these parts of the process to ensure you’re connecting with and converting your audience, and getting the most out of your multichannel marketing.
Lastly, if you still feel you’re in over your head, or just really want to focus on other parts of your business, don’t hesitate to partner with experienced multichannel marketing experts. Research who you want to partner with so that you’re aware of what to expect and what they’ll expect from you in terms of budgets, end goals, and experience levels.
We hope we’ve eliminated some of your worries, answered some of your questions, and provided you with a bit of confidence in multichannel marketing. To get started on your next (or maybe your first) multichannel campaign, or learn more about how we can help, feel free to contact us.
Looking for more information on multichannel marketing and how to effectively launch a campaign? Visit our YouTube channel for quick tips and tricks from the experts at Strata.