Direct Mail Myths Debunked
Many businesses out there are missing out on reaching a large number of potential customers because they believe direct mail marketing is not effective. The truth is direct mail marketing remains a powerful tool to reach new customers. Below are few myths about direct mail marketing debunked.
- The Younger Generations Do Not Respond.
This is one of the biggest myths out there. The truth of the matter is that 76% of younger people who grew up in the digital have made a purchase as a result of email marketing. The reason driving this number is that the younger generation is so inundated by digital information that mail marketing seems new to them and grabs their attention.
2. Direct Mail Is Too Expensive.
All advertising needs to be looked at as an investment for attracting new business. And yes, while direct mail is more expensive than digital advertising it has also shown to have a higher return on your investment. In fact the Harvard Business Reviewreports that direct mail has a 1.1 to 1.4 response rate while email and internet displays offered a .03 and .04 percent response rate respectively. If cost is an issue, you can test different mailers in smaller groups to figure out the most effective campaign before sending to a wider audience.
3. People Just Throw Away Direct Mail.
False. This is one of the leading misconceptions in fact, studies have shown close to 80% of of households scan or read direct mails. In addition 92% of people prefer direct mail when making a purchasing decision.
Whether you are a brand new technology company or an 50 year old real estate firm if you are not using direct mail marketing as part of your overall marketing campaign you are missing out on new business.
