They may be talking out of their butts because it’s incredibly difficult to accurately calculate the ROI on direct mail marketing. Keep this in mind when direct mail companies promise huge ROIs. On the other hand, with email marketing, you have built-in data that tells you if you got a customer through a social media ad campaign, a search ad, or through email. Unless a customer explicitly tells you that they came to you because of a direct mailer, you can’t know for sure how you got them. It might seem shabby, but this number is higher than the results you might get from other marketing media like cold email, social media ads, and paid search.īut here’s the problem: tracking the results. And that’s the highest it's been since 2003. So what’s the return on that cost? On average, the direct mail response rate in 2018 was around 4.9% for purchased lists. What’s more, you’ll have to spend money designing the piece professionally (please, please, please don’t design it yourself if you’re not a professional graphic designer), which can cost hundreds of dollars. That doesn’t include the cost of each piece of mail, which may be anywhere from 20¢ to $1 based on the quality of the paper and the color of the ink. Mailing lists can cost anywhere from $20-$75 per thousand records, depending on the quality of the records. So here’s the real question: does direct marketing still work in today’s inbound-driven world? Or are you better investing the money into a new blog series or infographic?īefore you decide either way, here are a few things you should keep in mind. Your customers should reach out to you, not the other way around. Not only does this cost money, but it also goes against the principles of inbound marketing. While the postcard itself isn’t necessarily outbound, most direct mail strategies require purchasing a mailing list of potential customers. It’s a classic strategy that banks, credit card companies, and local boutiques have used for decades to spread the word about their services. Direct mail involves sending recipients postcards in the mail, hoping they’ll read the messaging before they dump it into the trash bin. Recently, however, a client invested in a traditional marketing strategy often dumped in the outbound marketing bucket: direct mail. No one likes flashy, salesy, in-your-face marketing, but content intentionally created to be beneficial to your customers? That’s something we can get behind. They’re actually segmenting their incoming leads.Īll of this sounds pretty dang great, both from the perspective of a business owner and from a customer. They’re creating lead nurturing email series instead of billboard ads. They’re swapping cold-calling and spamming out for blogs and downloadable freebies. Since the growth of the inbound marketing methodology (thanks, HubSpot!), many companies are leaving traditional outbound marketing behind.
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