Direct mail can affect your overall multi-channel marketing strategy in various positive ways. When used in collaboration with an omnichannel marketing strategy, the potential for a higher return on investment (ROI) and the chances of getting your message to the intended audience increases significantly.
Direct mail has the advantage over a newspaper, radio, TV, billboards, email, social media, SEO and paid search advertising. This infographic highlights exactly how.
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Direct Mail Versus Other Advertising Options
Newspaper vs Direct Mail
The number of people reading physical newspapers has dropped substantially over the past three decades. This, in turn, has led to a drop in the amount of purchasing that transpires when people see an ad in the paper. Only roughly 11% of readers support a product, brand or service from ads they see in the newspaper. Newspapers also only have 24 hours of relevancy and are thrown out every day, whereas 69% of households set aside coupons from direct mail to use at a later day.
Radio vs Direct Mail
As with newspapers, radio usage has dwindled over the years as well. Radio is also limited to the strength of the channel’s broadcasting signal. This severely limits the number of people who can hear your advertisement. Besides knowing the average listening demographics, radio isn’t a targeted form of advertising. You can better pinpoint who is receiving your message using established data with direct mail.
TV vs Direct Mail
Much like newspapers and radio, the way people watch television has changed dramatically. Between the price of TV advertising and streaming services, this form of marketing is only valuable to large companies who can afford the overpriced airtime. TV ads are also blanket forms of marketing that only aim one message at a large group of people. On the other hand, direct mail allows you to alter your message as you receive data on its effectiveness.
Outdoor vs Direct Mail
Billboards and other outdoor advertising methods were a helpful way to market your business in the past, but with more people working from home, fewer eyes are seeing these expensive and lacklustre forms of marketing. Since people typically see outdoor advertisements in their cars, they don’t have the time to respond and act to the message appropriately. Only 20% of commuters responded to a billboard or out-of-the-home advertising in the last 30 days. That’s compared to 70% of Canadians who pick up their mail at least three times a week to scan for relevant materials.
Email vs Direct Mail
Receiving emails has become more of a chore than an effective communication tool for many people. With roughly 2.7 million emails being sent every second, there is just too much digital clutter for email marketing to be effective. Although email may be how newer generations like to communicate, direct mail is perceived positively across all ages, with 60% of Canadians saying they enjoy receiving mail. Direct mail doesn’t have a junk folder to go to and doesn’t require an opt-in or subscription to be received. Direct mail also has a response rate of 4.4%, compared to digital marketing’s 0.12% response rate!
Social vs Direct Mail
Social media has found its way into most aspects of our lives, but they rely on complicated algorithms that can take time and resources to process fully. Direct mail’s ability to target the right audience right away means less time getting your message to the people that you want to see it most. Social media ads are also so abundant that digital marketing has become a bit of an eyesore. The average person only receives two pieces of direct mail a day, which is far less than the 63 ads a day they see on social media.
SEO vs Direct Mail
Search engine optimization (SEO) can be a useful marketing tool, but it takes time before a business can see an ROI. It can take anywhere from four to six months to see a return, and most small companies don’t have the resources to wait for an informative response. Being on the first page of a Google search is also tough to achieve, so you can’t be sure that your message is being seen by the audience you’re trying to target. However, with direct mail, you know that your ad will get into the hands of the consumers you choose.
Paid Search vs Direct Mail
Search engine marketing (SEM) involves using paid strategies to increase a company’s visibility. With SEM, you bid on keywords and pay every time a user clicks on your ad. This strategy can lead to significant investments and varying costs while also offering the uncertainty of its effectiveness. When you use direct mail, you know the upfront costs, and there are no variable costs to be concerned about. Consumers also generally find direct mail ads more trustworthy than online advertising.
Contact the dedicated team at DRMG today to learn more about how direct mail can become a part of your integrated marketing strategy. Start your direct mail campaign today!
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