However, compared to print or television advertisements, direct mail marketing can bring a greater return on investment (ROI) to your business.
Direct mail marketing allows you to physically place an advertisement in your target audience’s hands. According to the United States Postal Service “98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately.” By sorting through their mail, individuals in your target market will potentially look at your advertisement, and bring you business!
Checking the effectiveness of your campaign is simple. You can either track your inquiries or use a promotional code used only on your advertisement. By using a distinct code on your advertisement, you will be able to see how many times your ad was used.
When it comes to building an effective campaign, Entrepreneur suggests to first, “test 10 percent of your [mailing] list and no less than 250 pieces.” By doing so you will get a good indication of your customer response rate. It is advised that “if your rate is less than 2 percent, something is wrong. Either your list is wrong, or your offer is too weak. If you get a response rate above 7 percent for a mass mailing (without giving away the farm), you’ve done very, very well.”
Direct mail marketing is not a thing of a past. It is a great way to reach your target market and increase your return on investment (ROI) by building an effective campaign.
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