Direct mail marketing offers many benefits for nonprofits and small businesses. It can help establish new connections, enhance existing relationships, and promote the launch of a new product or service. Direct mail is postcards, letters, and other physical mail pieces. It’s great for nonprofits and small businesses to stand out, save money and increase visibility in the community.
This method of marketing can increase the impact of your campaigns when coupled with digital marketing. Here are 5 benefits to understand why direct mail is beneficial:
Direct mail offers a way to reach a target audience efficiently
Nonprofit organizations and small businesses can send marketing campaigns directly to their target audience.
Through Informed Delivery, the United Postal Service (USPS) scans images of mail and sends those scans to recipients daily. This service creates excitement for the target audience. It also increases the touch points of your brand before the mail reaches the mailbox.
In 2022, the USPS estimated a 68% average open rate of Informed Delivery emails across all campaigns. Using Informed Delivery for an interactive campaign is advantageous. It allows for custom images and a URL to direct the user to a digital experience.
Need help determining your target audience? Working with a marketing agency can help create a marketing strategy that includes identifying your target demographic.
The return on investment makes direct mail cost-effective
Direct mail can be a more cost-effective way to reach your audience than other marketing methods. Every dollar counts when creating a marketing campaign for nonprofits and small businesses. Working with a limited marketing budget can challenging. Direct mail can work with budgets of all sizes.
Because the return on investment is high, direct mail marketing is excellent to incorporate into your marketing strategy. The Business Research Company’s Advertising Global Market Report 2023 states that direct mail yields high open and response rates. On average, every $1.27 spent produces a return of $4.09.
Direct mail marketing can be personalized, which connects better with leads
Direct mail can be easily personalized. Whether through handwritten mail or using a database, personalizing your campaign makes donors and customers feel appreciated.
It also encourages them to use your services. Nothing leaves an impression and says “we care” about our relationship like personalizing your messaging. Most people believe direct mail is 11% more personable, 17% more attention-grabbing, and 17% more trustworthy according to RDD’s 2022 Marketing Report.
Physical marketing campaigns can be personalized with automation. A tailored message be created after a consumer’s digital experience on your website. This method of following up can also establish a relationship with your customers.
Tangible items consumers can interact with increasing engagement and response rates
Direct mail is a physical item that offers excellent leverage for small businesses and nonprofits. Something tangible that consumers can interact with can increase engagement and response rates. This physical item can ensure you won’t get lost in their inbox. Their inbox is often filled with numerous emails each day.
Drive traffic to your website or mobile app using a QR code or custom link on your direct mail. The interactive element of a QR code can take consumers directly to any page on your website or mobile app. This makes a convenient experience for your customer. According to DemandSage, smartphones account for 70% of all eCommerce visits, and 53% of smartphone users prefer to shop from their favorite business’s app.
Direct mail is trackable and measurable
Nonprofits and small businesses can track the success of their direct mail campaigns through response rates. When direct mail campaigns are combined with digital marketing, you can track your reach with QR codes, and custom links. Another benefit to tracking direct mail is to verify and keep your contact lists updated.
Other tracking methods usually include campaign-specific promo and coupon codes for small businesses to track return on investment (ROI). With a combined marketing strategy of print and digital, marketing campaigns are easily measured.
If you are looking to boost your small business sales goals or increase donations through direct mail, you may want to consider using a marketing company. A marketing agency can help you reach your goals by uncovering Discover results and thrive with Peachtree Rose Marketing! Book a discovery call by visiting www.peachtreerosemarketing.com.
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