Automated Direct Mail: 7 Key Benefits of Direct Mail Marketing

Direct Mail Marketing

About 54% of consumers say they want to receive direct mail from brands they’re interested in. Another 59% say they want to receive mail from brands regarding new products.

An automated direct mail campaign can help you get in front of customers, boost brand awareness, and generate sales. Without a direct mail campaign, however, you could miss out on potential customers.

Don’t wait to start mailing! Instead, keep reading to discover the seven benefits of developing a direct mail marketing strategy.

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Start mailing and boosting your ROI by experiencing these seven benefits with your next campaign. 

1. People Love Opening Mail

Over 42% of direct mail recipients read the mail they receive. Another 73% say they prefer receiving direct mail because they can read it whenever they want.

People love opening mail! Seeing a letter with their name on it will immediately grab the consumer’s attention. If they can’t read it right away, they will when they have the chance. 

Either way, you’re getting a chance to get in front of potential customers.

Some people check their mailboxes every day. If your mailer is eye-catching, you’ll stand out from all the other letters in the stack. 

In fact, about four in 10 Americans look forward to checking the mail, including millennials. An automated direct mail campaign is a great way to get in front of your entire target audience. You won’t have to worry if people are on their phones or near your store.

You also won’t have to worry about people pressing “Delete” and sending your email straight into the trash bin.

Instead, you can send out a mailer and bring them to you!

2. It’s Tangible

Digital ads come and go. If they click over to another web page too soon, consumers might not see your digital ad at all. Direct mail, on the other hand, is tangible and lasting.

Once your mailer arrived in the consumer’s mailbox, they get to see it, touch it, and decide where to put it. Many people post mailers with coupons on their refrigerator doors.

Every time they turn toward their refrigerator, you’re building a little more brand awareness and recognition. 

It can take between five and seven impressions for you to produce any amount of brand awareness with a consumer. The more often they see your brand, the more likely they’ll remember you. The next time the consumer thinks about your product or service, they’ll consider your brand!

Developing brand awareness and recognition can become invaluable. If you’re not at the top of their minds, consumers might turn toward your competitors instead. 

Since mailers are tangible, you don’t have to worry about fading into the back of their minds. Once they bring your mailer inside, you can generate brand awareness every time they glance at your mailer. 

You can learn more about whether direct mail or email is more effective here.

3. Personalization

People are more likely to open mailers that appeal to their unique concerns or interests. By personalizing your mailers, you can increase open rates and conversion rates. Personalization can also help you forge a strong, lasting connection with your audience.

Otherwise, you’re sending out one blanket message to a massive audience. In that case, your mailers might not connect with everyone who reads your message. 

There are a few different ways you can start personalizing your direct mailers.

For example, you can segment your address list based on the consumer’s previous buying behaviors. You could send a unique mailer to one group based on a product they purchased with a relevant offer.

You can also use personalized imagery. A vet can send mailers to dog owners versus cat owners by using different photos.

Don’t forget to consider adding names to the headline, too.

Adding a hint of personalization can help you spark a connection with your audience. They’ll feel like the mailer is meant for them, which can encourage them to read on!

4. Familiarity

People often feel wary about concepts they’re unfamiliar with, at least at first. Thankfully, everyone is familiar with mail! You won’t have to worry about making your audience feel nervous with some new marketing methods.

That familiarity can help you build brand trust, too. In fact, many marketers turn toward direct mail marketing because consumers already know and trust it as a marketing channel.

Instead of making them nervous with a new marketing channel, you can lean on their existing trust in mail marketing to increase sales. 

5. Trackable Campaigns

Before developing your direct mail marketing strategy, make sure to consider developing a trackable campaign. Tracking the response rate for your campaign can help you make informed decisions for future campaigns.

For example, you can add a unique phone number or extension to your mailer. Then, you can determine how many people called after receiving that specific mailer.

You can also add a QR code or website pURL. A website pURL is a personalized landing page that’s unique for each mail recipient.

Otherwise, consider using a unique coupon code for each campaign. 

Regardless of what you choose, these tactics will help you gather valuable direct mail statistics that can help your future campaigns!

6. Complements Your Digital Strategy

Automated direct mail marketing campaigns can help support your digital strategy. For example, you can encourage consumers toward a specific landing page where they can make a purchase. 

You can also develop brand recognition between your digital ads and mailers. Make sure to use the same branding between every marketing channel. By building brand recognition, you can increase conversions and ROI. 

7. Mailing is Cost-Effective

Direct mail marketing has a median return on investment of 29%. Paid searches have a median return of 23% while online displays have a return of only 16%. If you want to boost your return on investment, start crafting a direct mail marketing strategy.

Using direct mailers is a great way to spend your marketing budget effectively to generate results!

Start Sending: 7 Key Benefits of Automated Direct Mail

Don’t wait to start sending! By creating a new automated direct mail campaign, you can start experiencing these seven benefits for your business. Boost your brand and ROI with a direct mail marketing campaign today!

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