The Basics of Direct Mail
Direct mail is the marketing strategy of sending envelopes, postcards, and other physical marketing pieces to prospects’ mailboxes and homes. Widely used amongst different industries, direct mail continues to be the most reliable form of marketing because of it’s ability to be targeted, personalized, and guaranteed of it’s delivery to your prospects’ mailbox.
Direct marketing can be taken advantage for most industries including restaurants, mortgage, insurance, real estate, financial services, nonprofits and more. The wide range of industries it services is due to the many different types of mailers you can send out. Send out envelopes with a reply envelope and form for nonprofits, mail out handwritten envelopes for real estate letters, or postcards for your restaurant.
What response rate will I receive?
One of the most common question we get for first time marketers is “What response rate will I get for sending this campaign?” Our answer is always the same: It’s very difficult to accurately tell you how successful your direct mail campaign will go. There are many contributing factors from the list quality, your offer, the type of mailer, copy, etc. The only way to accurately determine your response rates and whether or not direct mail is right for you is to send out a test campaign.
What is the recommended quantity for a direct mail test campaign?
This ideal quantity is around 2,500-5,000 pieces. Direct mail is very expensive, and for you to test 1,000 pieces every week/month is a waste of money and time. Small quantity mailings will not accurately tell you how poor or successful the campaign went because direct mail has a low response rate as is.
Should I send postcards, letters & envelopes, or brochures?
Our team will work with you to discuss the more recent direct mail trends & strategies for your specific industry.
For instance, we see the majority of the mortgage industry send a 50/50 split between letters & envelopes & snap pack mailers. We don’t recommend postcards, brochures, etc, but a more formal mailing piece.
In Conclusion
Direct mail can be quite tricky and foreign for most businesses and organizations, but it has withstood the test of time and continues to be a dominant form of marketing.
As one of the leading direct mail providers in the nation, our team has serviced almost every industry you can think of. We assist businesses and organizations of all sizes, and we’ll provide our honest opinion of whether or not direct mail is right for you.
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