Direct mail, according to a recent study by Target Marketing Magazine, results in the highest ROI for any form of marketing for B2C and B2B marketers. Additionally, direct mail on average results in a 2 percent response rate, which compared with other forms of marketing, is phenomenal. If marketers invest in enhancements such as a personal mailing for instance, lead conversions can often skyrocket to as high as 6.5 percent.

Here are some advantages of direct mail marketing:

  1. Highly targeted. By developing a detailed mailing list, marketers can reach exactly which customers they want to. It also ensures that customers will only receive information and offers that are relevant to them. This allows the marketer to receive a higher ROI than with mass marketing efforts.
  2. Larger reach. Although many people are computer savvy these days, not everyone is. Direct mail lets marketers reach customers who might not be using the internet. In addition, most people check their mail the day that it’s delivered, which can make for a quicker response.
  3. Variety.  With direct mail, there are a number of different options to choose from. Depending on what they are promoting and who the target market is, marketers can mail brochures, postcards, coupon mailers, catalogs, or a number of other things.
  4. Easier to measure. When using direct mail, results can be tracked simply by counting the number of customer inquiries that follow a campaign. This also helps when planning future campaigns by looking at what was successful, and what wasn’t.

How does your company take advantage of direct mail?

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