Direct Mail is Worth the Investment

When it comes to advertising, most companies feel that email is the best way to reach consumers.  All too often, they push aside print media options as they feel they are too costly.  In truth direct mail pieces are a great medium to turn those leads into customers.

Low Cost per Each Lead

While you may be right in thinking that emails are less costly than direct mail pieces, it is not the cost of the marketing that should be part of your strategy, but the actually cost per lead that the piece generates.  The cost per lead of your average, letter sized, direct mail piece is lower than emails, pay per clicks, print ads, and telemarketing efforts.  This number drops even lower when you utilize personalization in direct mail pieces or include personalized offers.

Mailing Lists for Direct Mail are More Accurate

Since mailing addresses are regulated by the post office, they are often updated and will have any bad or incomplete addresses removed.  Email lists tend to be less accurate as many people will use fake addresses or email addresses they never check when signing up for newsletters or logins they are required.  With emails, you also have a high chance of emails going to spam, where as a direct mail piece is almost always delivered to the recipient.

Direct Mail Lasts Longer

Basically in terms of shelf life, direct mail has emails and telemarketing campaigns beat.  People are quick to delete emails or clear voicemails without even listening to them or reading them and they are then gone forever.  While direct mail may sit around a little bit, either on a table or a drawer, many people will at least look at its contents once, even if it’s to just check for offers.  Either way your direct mail piece will be hanging around in a large percentage of homes longer than an email.

So when planning your next marketing campaign, give direct mail another shot.  You will not only pay less per lead but benefit from a higher conversion rate as well.