Direct Mail Gets Results
Temple University’s Center for Neural Decision Making within the Fox School of Business and the Office of Inspector General for the US Postal Service conducted two studies (2015 and 2019) to evaluate how people respond to print and digital advertisements. The 2015 study found that physical ads seen in succession held a subject’s attention longer, elicited a greater emotional reaction, and played a more direct role in purchasing decisions than the digital ads.
While others may suggest the world is now digital, Sabal Strategy understands the power of a printed mailer in the hands of the right audience. But it takes more than a stamp to create a successful direct mail campaign!
Direct Mail Lists
According to OG marketer Ed Mayer’s 40/40/20 rule, the success of your direct marketing campaign is 40% targeting the right audience, 40% having the right offer and 20% using the right way to present it. But, you say, this is the 21st century and times have changed. Sabal Strategy’s response is yeah, not really. Even the USPS sees the value in direct marketing.
That’s why you need a data partner who understands how to leverage the best sources to deliver the right audience list for your next campaign. Our data scientists source the data from USPS Intelligence, census data, consumer databases (directories and warranty registrations), and business data resources. But acquiring a list of names and addresses is only the first step in getting it right. Information in databases can be old, incomplete, or just plain wrong. And bad information will cost you money. That’s why our team takes data hygiene seriously. We use a proprietary three-step process to ensure we deliver the cleanest data possible.
Print Campaigns
Brochures, mailers, postcards, invitations, catalogs, and letters can tell your brand story in an engaging manner when you rely on skilled experts. Compelling imagery, well-designed layouts, effective calls-to-action, and the right content may be only 20% of Mayer’s formula but it can power your print campaign for a strong ROI. Our team can guide you through the entire process from creative ideation to decisions about mail processing and response rate analysis.
Mail Processing
Managing a direct mail campaign targeting thousands of prospective customers requires an expert who understands the ins and outs of the US postal system. You need a partner who knows the pros and cons of using free tools like Every Door Direct Mail®. You need someone who can optimize your budget by making smart choices about the size of the mailer and matching it to the best postage rate. Most importantly, you need someone who can handle the volume of printing, labeling, and shipping while you concentrate on what you do best: converting your leads.
Direct Marketing FAQs
Why should I invest in a direct mail campaign?
Direct mail marketing gives you the ability to create personalized communications for current and prospective customers. A direct mail campaign is:
- Adaptable to all types of businesses, products, and services
- Delivered directly into the hands of your audience
- Targeted because your message is directed to a specific audience
- Action-oriented with time-sensitive offers
- Measurable because all aspects can be tracked and measured
Can I track direct mail campaign results?
While it’s not as simple as tracking website visitors or clicks on a link in an email, you can track a direct mail campaign’s results. You can do this by creating a unique action for the campaign. For example, you can:
- Add a specific coupon offer or QR code on the mailer
- Create a unique phone number for recipients to use
- Use a special website landing page with a unique URL on the mailer
- Ask them to bring the postcard in to receive a special offer
Isn’t direct mail considered junk mail?
Poorly executed direct mail is junk mail. But 80% of direct mail recipients scan or read each piece before they throw anything away. A 2015 study found that direct mail held a subject’s attention longer, elicited a greater emotional reaction, and played a more direct role in purchasing decisions than the digital ads. At the very least, direct mail increases your brand awareness!