It has been over 30 years since we first heard the nostalgic “You’ve got mail!” notification as we signed into our AOL accounts. Eldwood Edwards helped create the excitement of receiving mail digitally for over a decade with his three simple words.
As the internet blew up and email became the way of the future, it pulled our attention to it. To our computer screens (and now our phones) and away from our real lives and, well, mailboxes.
Direct mail was the #1 way to reach markets and audiences with highly targeted recipient lists. Even the methods the legendary copywriter, Gary Halbert, wrote about in his book, The Boron Letters still work today.
However, with the invention of the cookie (the digital one… not the chocolate one) and data mining, advertisers and businesses soon turned their attention to where their customers’ attention was turning. The internet.
Businesses were now able to get the same message to their customers with more granular targeting at a fraction of the cost. With no postage and no cost to produce a physical piece, it was a no-brainer.
…leaving mailboxes empty and inboxes full.
There’s no doubt that times have changed since the 90s. But when every advertiser moves their voices from the mailbox to the inbox, how do you capitalize on the change?
By showing up where no one else is!
Marketing Doesn’t Die — It Only Changes
The reality is, marketing channels never die.
Social media won’t die.
TV won’t die.
Radio won’t die.
Mail won’t die!
The way we market only changes. Our social media platforms will change. People will migrate from Facebook to Instagram, to Snapchat, to TikTok. But social media still and will always exist.
TV and radio have only changed. Sure, there is traditional cable and AM / FM radio. But with the creation of streaming services like Hulu as well as Spotify and Pandora (free versions), the way we advertise on those channels have only changed.
Direct mail is no different.
Direct mail has evolved from standard, pre-printed, inauthentic, mass mailings to more custom and targeted mailings for higher campaign ROIs.
It has used different methods of delivery, types of envelopes, and calls to action.
But one thing that hasn’t changed… People still need to get their mail.
They still need to receive their bills, their vehicle registration, and their absentee ballot request form. Mail isn’t going away anytime soon.
Yet businesses and advertisers are pulling their marketing efforts away from the mailbox. Why?
Because some people believe, like email, it’s dying. It’s not… and neither is email.
The game is changing.
If you don’t believe me, then let’s look at some stats. We love stats.
How Direct Mail Statistics Differ
Digital marketing is all about statistics, campaign ROI, and tracking. Well, why not direct mail?
It doesn’t have to be that way.
Fortunately, there are ways to track direct mail campaigns.
Before we get started with digital versus direct mail statistics, let me start off by saying digital marketing is important. It shouldn’t be ignored. Mail is also important… and it shouldn’t be ignored.
We’ll go a lot more in-depth in a later blog post, but I do want to share some snapshot statistics comparing digital stats and direct mail stats in the restaurant and fast casual industry.
Clickthrough Rates vs Open Rates
Average Google CTR for restaurants = 4.76%1
Average Facebook CTR for restaurants = 0.62%2
Average direct mail open rate?3
%
direct mail open rate
Conversion Rates vs Response Rates
Average Google conversion rate for restaurants = 1.93%1
Average Facebook conversion rate for restaurants = 9.96%2
Our average client receives a…
%
response rate for effective postcard campaigns
Cost Per Acquisition vs Cost Per Customer-Through-the-Door
Average Google conversion rate for restaurants = $62.451
Average Facebook conversion rate for restaurants = $31.112
Cost to bring a customer in with an effective direct mail campaign…
Now is the Perfect Time to Market With Direct Mail
Those are just some of the reasons why the stats really do show how direct mail still dominates
So what do we do now?
We hit the mailboxes!
Right now, more than ever in recent history, mailboxes are becoming emptier and emptier. That gives you a real opportunity to stick out and grab your customer’s attention.
With our unique strategy of targeting in-market customers, combined with our high gloss, perforated coupons that customers can stick in their wallets, our team is confident that we can make a big impact for your business.
If you’re curious about how you can make more money with an effective direct mail campaign, reach out to us today.
1: Google statistics provided by Acquisio.
2: Facebook statistics provided by Instapage.
3: Direct mail statistics provided by USPS and Inside the Box Marketing.
