Many business owners express frustration in making sure their marketing message lands in front of their target audience. From posting on social media, sending emails to everything in between, the goal is for the consumer to read the message and take action. When you can find a strategy that works for your business and your marketing message reaches your target audience, it’s a great feeling!
Digital marketing is just part of a successful strategy and has some challenges. The great challenge is catching the attention of the consumer. You see, the average user spends 145 minutes on social media each day, and while this sounds like a lot of time for a brand to break through, this disruptive marketing strategy is becoming more and more challenging as the algorithm shifts. For example, many brands on Facebook (and other social media platforms) know they have to pay to play and boost posts to show up in front of their own fans! The average Facebook post reach is as low as 5%, according to AdSpresso. Yikes!
Let’s focus on what works: There is a marketing strategy that allows your target audience to actually hold your message in their hands. They only check this source once per day and, according to a Gallup poll, 41% of consumers say they enjoy reaching this source. What is it? The mailbox.
Yes, a direct mail campaign is an effective marketing tool with great potential — especially in partnership with a digital marketing campaign. Let’s walk through the three ways that a direct mail marketing strategy boosts sales and how you can measure the effectiveness of your campaign.
3 Ways Direct Mail Marketing Strategy Boost Sales
These are just three ways your direct mail strategy can boost sales and promote a specific product or service to your target audience. Be sure to take advantage of these, as well as other opportunities to boost sales.
1. People Love Mail
As shared above, 4 out of 10 Americans look forward to checking their mail. It’s fun! You get to physically check your mailbox and see what was sent to you. There is something intentional about being sent something in the mail.
That’s a big difference from aimlessly scrolling social media or absentmindedly checking your email inbox for the 10th time that day. Instead of looking through your phone or computer, you’re actually going to the mailbox and looking through what you received. How fun is it to receive something fun and colorful in the mail with your name on it? This leads nicely into the next way your direct mail campaign will boost sales.
2. Undivided Attention
During that moment, the consumer looks through your carefully crafted piece of mail, you have their undivided attention. They are reading over what you sent and thinking about your offer. The more branded and beautiful your mail piece is, the longer they will review what you sent and consider what to do.
Your direct mail piece may even have a longer shelf life than a social media post — literally! Instead of scrolling by and missing the message on social media, the mail piece is physically in front of consumers. They may even set the mail on their counter to look at again or show it to another family member. Even better if they see the same marketing message online around the same time they receive the direct mail piece.
3. Direct Mail Enhances a Digital Campaign
Direct mail campaigns that are in partnership with a digital campaign are a winning strategy. The average consumer needs to see a marketing message 7x (or more!) before deciding to purchase. If they see your social post or an email from you in their inbox, that’s a great start. Now imagine they’ve seen the marketing messages online and are now holding a piece of mail that was sent to them! It all comes together, and now they’re ready to take advantage of your offer.
Measuring the ROI of a Direct Mail Campaign
There is a myth that you can’t successfully measure the ROI (return on investment) of a direct mail campaign. While you can’t measure how many consumers will read the message, you can track the consumers’ actions from the direct mail piece.
You can use a specific phone number to count how many calls came from that piece or use a specific landing page URL and track how many visits that page received. If the mail piece promotes a particular offer, you can name the offer something specific or have a promo code. If the mailer promo code is Save20, you can track how many people used that code!
Partner with a Direct Mail Expert for a Successful Campaign
The key to your success is finding the right direct mail expert for your campaign. Partner with an experienced and friendly team that specializes in creating mailing pieces that win over customers. Contact McAdams Graphics today and share your direct mail goals. Our team will help you through the entire process to develop a winning direct mail marketing campaign.