Tolerance for junk mail is lower than ever, as consumers now face the mailbox with dread, rather than excitement. If your direct mail piece is tucked inside an envelope, chances are your information will be tossed in the trash still sealed inside that same envelope. Because of this, many marketing experts recommend postcards, which put all pertinent information where your addresses can immediately see it.
While many businesses may turn to e-mail for direct mail marketing, DirectMailManager recently released the results of a survey that showed postcards have a 79% rate of being viewed vs. only 17% of e-mails that are opened. The response rate on postcards is higher as well, according to DirectMailManager, with direct mail postcards having a 3.99% response rate vs. the 1.73% response rate on e-mail.
DirectMailManager is a SaaS tool that automates your direct mail campaigns, integrating with many CRM systems and dispensing with minimum order requirements. DirectMailManager provides a variety of tools that are usually only an option for larger companies, like QR codes, USPS tracking, and ROI reporting to monitor the success of your campaign. Recently, DirectMailManager’s Adam R. White answered some questions posed by Smallbiztechnology’s Ramon Ray about what sets DirectMailManager apart from other direct mail marketing companies.
Q: Why still use direct mail? Isn’t it now perceived by most people as junk mail?
A: Where many direct mail campaigns go wrong is in blindly mailing to the masses. DirectMailManager uses the client’s existing customer lists, targeting customers that have an existing relationship with that company. DirectMailManager can also help a business find new customers based on existing customer databases. By targeting customers who are likely to be interested in your campaign, your business can avoid wasting effort on mailing to people who might view your postcard as junk mail.
Q: What is the cost for your service?
A: Membership to our service is free initially, with small businesses paying for each postcard mailed. Since there is no minimum, a business can sign up with us and mail only one postcard if that’s what they want to do. For a more comprehensive marketing plan, though, many small businesses will choose one of our subscription plans. Our subscription plans add on software integration, tracking, and websites connected to QR codes printed on your postcards. You’ll also get a discount on your per-postcard fee when you have a monthly subscription plan.
A: What advice do you give customers on using direct mail more effectively?
A: One of the most important aspects of direct mail marketing, especially with postcards, is eye-catching, professional artwork. You’ll already have the experts in the business when you sign up with DirectMailManager. You’ll have access to DirectMailManager’s free online design tool, which allows you to choose from hundreds of free postcard designs, as well as use your existing artwork. A/B reporting is also an important part of direct mail marketing, and DirectMailManager offers that with its subscription-based memberships.
While e-mail and social media marketing may be the focus of many businesses these days, traditional marketing is still as important as ever. By using a reliable service like DirectMailManager, you can launch your direct mail campaign on as small a scale as you prefer.