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Social media marketing and direct mailing ROIs are often neck-in-neck with one another. Business owners are able to collect those responses and run the numbers to calculate profitability. Utilizing coupon codes or asking customers to bring in the direct mailing ad for a purchase or discount makes it a highly measurable method of marketing. Taking things one step further with a handwritten signature on direct mailing pieces may not always be achievable but it’s a personal touch that can’t be achieved in the digital world and it’s not easy to ignore. That means for over two weeks, your brand is circulating in a household speaking directly to your customer. On average, a piece of mail is kept for 15 to 20 days. The ability to customize direct mailing pieces with consumer names and other data means a much higher response rate. Increased sales and credibility are some of the benefits of solid brand recognition. Brand awareness drives a customer’s decision-making process so ensuring your brand is the one they remember has never been more important.
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While there isn’t an exact number, some research suggests over 40% of consumers read or scan a direct mail piece. Research strongly suggests consumers are more likely to trust a brand they encountered with direct mail more than digital ads. Tangible means being remembered in a way that digital marketing still can’t compete with. People still enjoy getting things in the mail and with the flood of digital marketing options and resources, it’s time to recognize how important utilizing diverse marketing methods has become. Direct mail appeals to a wider audience than digital marketing options and has less competition these days.
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Direct mail examples would include postcards, coupons, product catalogs, and free samples among other items. Direct Mail Marketing & Why It Works January 17, 2022ĭirect mail is a marketing strategy where physical materials or products are sent directly to the homes of previous or prospective customers.