here is a list of all the major benefits and drawbacks of direct mail marketing and postcard marketing in modern times.
advantages
1. brand retention
direct mail is one of the few marketing channels that engages all the senses, as you can touch and feel it. Because of this, direct mail is 5x more likely to be remembered compared to digital channels.
Research clearly suggests that consumers trust direct mail brands much more than digital ads.
2. response rates vs email
The average response rate for a direct mail campaign is between 2.7 and 4.4%. this dwarfs email response rates, so if you want to maximize responses from your contacts, direct mail is a little-known opportunity compared to email which has a 0.12% response rate.
3. home range
The average piece of mail is kept at home for 17 days. it is shared on average with household members 23% of the time and can also be shared on social media when done correctly.
4. open rates are through the roof
82% of mail is opened and 47% of direct mail is read or scanned. Because competition for inbox attention is currently so low, direct mail has incredibly high open and read rates compared to most digital channels.
5. crazy impact
direct mail is much more visual and physical, giving you much more freedom for creativity. Check out this list of some of the most creative direct mail campaigns to see how direct mail can instill emotion and impact with your audience.
6. customization
direct mail can be customized so your promotion goes directly to the contact. For example, if you use Postaly to send postcard marketing campaigns, you can easily include dynamic text to include name or other personal information in a card’s design and text.
7. highly segmented
Because direct mail is direct, it can be highly targeted to existing customers and generate leads. Although mailing lists can be bought and sold, using direct mail for onboarding, retargeting, and loyalty is extremely effective.
8. gdpr compliant
Unlike email, you don’t need explicit consent to send direct mail to your customers. can often rely on legitimate interest. To learn more about this, see this article on how to send GDPR-compliant direct mail without requiring explicit consent.
disadvantages
1. cost
direct mail has fixed costs since it must be sent through the postal system. You also need to design the mail piece which may cost extra. you’ll need to calculate the roi (return on investment) to see how viable direct mail is for you.
Using a service like postaly to send direct mail means there is no minimum order size and you can use the built-in design templates, design your own, or request a custom handmade design.
2. traditionally time consuming
depending on whether you use a traditional agency or a service like postaly this is no longer true. but a consideration if you want to send a highly personalized type of direct mail.
3. not instant
mail is not delivered instantly, so depending on your requirements, it may not be suitable for some campaign types.
4. requires address data
It is useful to be able to get the addresses of your contacts. depending on your unique business, this may not be possible to obtain.