If direct mail isn’t a core part of your business development program, you may be missing out. Direct mail continues to be a valuable marketing tactic, especially when it comes to reaching new customers.
The average American household receives 454 pieces of marketing mail per year.1 This may feel like a lot. However, 44 percent of consumers actually say mail feels less intrusive than other types of advertising.2 Additionally, direct mail recipients are often not passive readers. Research indicates that 60 percent of respondents have taken action after receiving direct mail.3
This captive audience creates a prime business opportunity. To seize the moment, businesses must develop impactful materials that will break through. Here are some strategies you can employ to create direct mail pieces with impact.
- Tap into content marketing. The vast majority of customers (78 percent) prefer to learn about brands from articles instead of ads. Connect with customers by using content marketing strategies to educate them. For example, have an SME write an article that explains how your business addresses a customer pain point. Or, provide insights into future trends the customer may find interesting.
- Create a genuine voice. As you are developing content, remember that authenticity sells! The overwhelming majority of people (86 percent) take it into account while considering a purchase.4 Talk to customers like peers, not business numbers, for improved relationships.
- Encourage action with a promotion. Customers are already likely to act after receiving a direct mail piece. Adding an offer or promotion ups your odds of customer action to almost 80 percent.3 Provide customers with an online or in-store coupon, or offer an incentive to sign up for services, such as a discounted introductory rate.
- Make an offline to online connection. As valuable as direct mail campaigns are on their own, they become even stronger when they’re connected to online efforts. One study showed that consumers who received direct mail in addition to email promotions were 24 percent more likely to make a purchase.5 Additionally, you can connect direct mail to digital campaigns by including QR codes and social media icons. Remember to always put customer preferences first! Respect their wishes if they choose to opt out of a particular communication style.
Direct mail is a trusted marketing strategy because it works. With the right partner, you can make impactful direct mail campaigns a reality. Matrix has decades of experience in the direct mail category. We are a full-service direct mail solutions provider with communication options that enable you to create memorable customer experiences. Our suite of end-to-end solutions combines information with design best practices and enabled channels. And to ensure customer centricity, our approach is fully optimized and hyper-personalized.
Ready to explore all that direct mail has to offer? Contact us today to get started.
1 SmallBizGenius 2024
2 SeQuel Response 2024 Direct Mail Benchmark Report
3 The State of Direct Mail, Lob 2024
4 InboundBlogging 2025
5 The Power of Print Marketing, ANA 2023
