Direct Mail Never Died. It’s Thriving.
That’s right. Direct mail is thriving. Many can argue that digital ads are slowly killing direct mail marketing efforts, but that is far from the truth. As we grow closer to a completely digital world, direct mail has made a name for itself and has proven to us that it is not going anywhere anytime soon. As a marketing company that was founded on and thrives on direct mail, we have done our research and are confident that direct mail is here to stay. Here are a few reasons why direct mail is thriving:
Direct Mail Gets The Best Response
According to the Data and Marketing Association, in 2017 direct mail received the highest response rate of 5.1% when compared to email and paid search response rates of 0.6%. Although social media marketing has grown exponentially within the past few years, social media’s response rate was only 0.4%. When we put these statistics into perspective, there’s no doubt that direct mail came out on top.
Some may argue that these results are not possible with the younger generation that has seemed to encompass the digital world. Contrary to what people might think, millennials respond quite well to direct mail. The Data and Marketing Association found that for people aged 18-21 years old, the response rate for direct mail soars to nearly 12.5%. The DMA proves that direct mail is not just for the older market. All age groups are interested in receiving and responding to direct mail.
Direct mail has something that few marketing emails will never possess: tangibility. It has weight, substance, and dimension. The physicality of marketing pieces allow for higher open rates when compared to email marketing. According to Small Business Trends, 80-90% of direct mail gets opened, and only 20-30% of email gets opened on a good day. Consumers have been checking their mailboxes and opening mail for much of their lives. Direct mail allows you to put your campaign directly in the hands of your prospects.
It Works Well With Others
While direct mail is thriving on its own, it has proven to work well with digital ads. As digital marketing continues to grow, direct mail has learned to incorporate digital media to its advantage. According to Merkle, direct marketing campaigns that used 1 or more digital media experienced 118% lift in response rates. By encouraging consumers to visit a website in your mail piece and/or incorporating an email blast to follow up on prospects, you can ensure that more buyers are going to respond to your campaign.
Direct mail was never dying. It has continued and will continue to be the driving force of our marketing efforts. Our team here at Ross Media stands behind direct mail, and we have years of experience to ensure that you see results. To learn more about how direct mail can boost your dealership’s marketing efforts, contact Alex Woodward today.