If we had written this article some time ago, we might have declared direct mail dead. But guess what? Remember when the internet declared that direct mail was old fashion? Joke’s on them! We’ve come full circle and now email is the mainstream communication that’s struggling for attention. Most people have relegated email to the background, akin to junk mail cluttering our inboxes. Digital advertising and email have saturated our daily lives, making it nearly impossible to capture and keep attention. In this noisy landscape, direct mail has quietly regained its spotlight. Imagine standing out in a world where everyone's vying for attention—say hello to the little mailbox waiting to deliver your message directly into the hands of your audience.
On its own, direct mail is an effective messaging channel, but it can also do wonders for your digital customer communications. Combining direct mail with digital channels boosts brand visibility and recall by 75%. With higher response rates in both the U.S. and Canada, businesses can expect impressive returns. In Canada, for example, direct mail delivers $12.38 for every $1 spent, while in the U.S., it generates an average ROI of 29%. The USPS and Canada Post offer robust services to help businesses harness this powerful tool. Let us guide you in mastering direct mail for your business!
How to do direct mail in today’s world?
Think postcards, brochures, catalogs, you name it! The goal? Boost your brand, sell products, and get your audience to act—whether it's making a purchase, visiting a website, or joining an event.
The benefits of using direct mail for your business expansion
• Targeted outreach: It's like sending a message straight to your VIPs, with personalized offers that make them feel special and engaged.
• Tangible engagement: Picture your message right in your audience's hands—physical mail grabs attention and builds trust in ways digital channels can't match.
• Informative content: There's room to tell your story, showcase products, and share customer success stories, perfect for sealing the deal in those complex B2B transactions.
• Integrated marketing: It's all about teamwork—direct mail works hand in hand with your digital efforts, guiding recipients online and giving you valuable insights along the way.
• Higher response rates: Get ready for action! Studies consistently show that direct mail gets better responses than many digital channels, bringing in more inquiries and sales.
• Flexibility and customization: With direct mail, you're the designer—choose your format, add creative touches, and tailor your message just the way you like it.
• Relationship building: Keep the conversation going with regular mailings that show you care, nurturing those long-term connections with your prospects and clients.
Sending direct mail: 8 steps to save money effortlessly
You probably think direct mail is expensive, right? Here's the big scoop: it's more affordable now, thanks to awesome incentives from the postal service!
In Canada, they're dishing out discounts left and right for snazzy calls to action (CTA) in your direct mail. This makes it way easier on your wallet than you might have imagined. Plus, Canada Post makes bulk mailing a breeze with special rates for sending large quantities of mail.
Meanwhile, across the border, the U.S. Postal Service has its Every Door Direct Mail (EDDM) program. It's like a magic wand for saving money—it targets local neighborhoods without needing a mailing list. And for businesses looking to send bulk mailings, the USPS offers discounted rates through their Marketing Mail service. This is ideal for businesses that want to penetrate specific neighborhoods and grow their business, like home and lawn services, realtors, automotive services, local dentists and other healthcare providers.
Who knew mail could be this exciting and budget-friendly? We did, of course! Here are 8 steps to get your direct mail strategy started:
1. Define your goals and audience
Figure out what you want to achieve—whether it's promoting a new product, announcing a sale, or boosting brand love. Then, pinpoint who you're talking to so you can tailor your message just right.
2. Create your mailing list
Get your recipient's addresses sorted using customer data. Keep it fresh and organized by demographics and language and tidy up with an address verification system ensuring your mailing list is clean and up-to-date, ultimately leading to a better return on investment (ROI) and delivery rate.
3. Design your mail piece
Choose your style—postcards, brochures, letters, or catalogs. Make it clear, eye-catching, and with a strong call-to-action that fits your brand and goals. And hey, if you need a hand, Impress has your back for personalization and brand image!
4. Choose the right mailing service
Both Canada Post and the USPS offer options to suit your direct mail needs:
Canada Post:
• Personalized Mail™: Customized marketing campaigns
• Neighbourhood Mail™: Cost-effective for local promotions
• Publications Mail™: Suitable for periodicals
• Parcels: For packages
The USPS
• Informed Delivery®: Include digital ads with your direct mail pieces and receive an additional 4% discount on postage (With over 60 million active users, it works great for invoicing, too!)
• Marketing Mail®: Cost-effective option for bulk mailings, including promotional direct mail
• Periodicals: For sending newspapers and magazines
• Priority Mail®: Expedited service for mailing packages
5. Prepare your mail
Simplify mail prep and automate your process with a folder inserter. Check that everything's up to snuff with USPS and Canada Post's specs, address and label your mail pieces right each time!
6. Calculate postage and pay
Bust out the postage meter to figure out the right postage every time, process mail faster and get access to exclusive discounts.
7. Send your mail
Drop it off at a USPS or Canada Post location or use a Business Mail Entry Unit for the big stuff. Keep tabs on it all with smart mailing software for secure multi-channel delivery options and real-time tracking without touching a piece of paper!
8. Monitor and evaluate your campaign
Monitor and optimize your campaign with smart document automation software to turbocharge its impact and efficiency. You'll stay ahead of the game, tweaking your campaigns for top-notch performance.
Use unique codes or QR codes to track responses—because who doesn't love a good QR code? Dive into the data effortlessly to gauge customer engagement and fine-tune your strategy.
Plus, with Informed Delivery®™, you can send your customers a customized ad or special offer code as they preview their incoming mail and package alerts. Canada Post's FlexDelivery™ allows businesses to select convenient pickup locations and view digital mail previews online, boosting response rates across all your mailings!
Will the real junk mail please stand up?
Funny how times change. What used to be considered junk mail is now one of the most direct and engaging ways to communicate with customers. Direct mail remains a valuable tool in the marketing mix, offering unique advantages in reaching and engaging with customers in a tangible and personalized way.
Ready to elevate your business with powerful direct mail strategies?
Explore innovative solutions and exclusive discounts tailored for your business success! Don't miss out on this opportunity to stand out and connect with your audience. Contact a Quadient Mail Expert and see for yourself!
