Direct mail still offers one of the most consistently effective forms of advertising when used correctly. According to statistics provided by the CMO Council, direct mail’s average response rate is 3.4, compared to email’s response rate of 0.12%. Direct mail may be traditional, but it is not going away any time soon. Here are 4 reasons to prove that direct mail can still be beneficial to your business.

Direct Mail Is…

Targeted

A business can purchase highly targeted mailing lists of potential customers from list companies like Email Database. Each direct mail campaign can be tailored for a specific audience, from long-time customers to new prospects, using information such as demographics, buying habits, location, and many other factors. This way, businesses are able to send relevant information to individuals who are most likely to respond to their offers.

Flexible

From greeting letters to promotional postcards to surprise boxes, there are countless different formats you can use to create your direct mail campaign. Unlike many forms of media, with direct mail you can change the format according to your budget and message. If you cannot afford customized letters with return envelops, you can use cheaper postcards with a phone number to call – and you will still obtain great results.

Tangible

Direct mail allows you to deliver a physical message into your customer’s hands, which encourages interaction and engagement. Adding a physical element to your marketing campaign can help you gain more attention, as well as an advantage over your competitors. Another tangible direct mail option is to include a freebie in your package. This strategy can help promote your business while providing the recipient with a gift. Who doesn’t like freebies? Even if it is just a small sample of a product, a pen, or a coupon, your recipient will surely appreciate the kind gesture, and will likely remember you as a result.

Measurable

Direct mail’s results are easy to analyze and measure. No complicated tools are necessary. This can be as simple as counting the inquiries you received or counting the number of coupons redeemed. If you want to get a little more advanced, you can utilize tracking numbers for your campaigns. By tracking and analyzing your results, you can see what is working and what is not, and then adjust your targeting strategy for future mailings.