Email marketing gets rates of 20% – 50% open rates and we’re happy (many campaigns get less).
That means we send 10,000 emails and maybe 2,000 open the email – being very optimistic.
Then maybe 10% of those take action to click on a link so that’s only about 200 and even less probably actually buy. But we keep doing online marketing of a variety of ways – email marketing, cost per click advertising and etc.
Guess what – direct mail is very similar? I’m not going to give you all the stats, but direct mail does work. Sure it’s hard to track the results, sure it’s not as fancy as a digital campaign, but it does drive sales.
This weekend we (my family) went to buy a table. Our CFO (my wife) had a flyer in hand from a local furniture company. This is what got us in our car to get a $500 dining table with 6 chars. I’m sure there are similar sales information coming through Twitter, email and more. But guess what? For sharing sales like this, to reach my wife, an old fashioned direct mail campaign was best.
So what’s my point?
Business owners and markets don’t down one method of doing marketing (or anything else), if it works. One type of marketing might be great for one segment of customers and one particular thing and one method might be great for something else.
You know what’s nice about “junk mail” when it comes to your postal box and you take it out, you can scan much more of the offer in a post card or big flyer than a subject line of an email newsletter.
Looking for a way to use direct mail more effectively – check out Direct Mail Manager