How can savvy marketers make the most of direct mail campaigns?

While some may think the practice antiquated, physical mailers can have a higher response rate that email marketing and—with a little finesse—deliver big dividends.

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Ragan Insider Content

Direct mail marketing isn’t dead. Despite rumors to the contrary, direct mail is still an effective way to reach consumers.

In 2008, 93.1 billion pieces of direct mail were sent.

However, direct mail campaigns can be expensive, and in the years that followed, direct mail felt the effects of the economic downturn, leading to a sharp decline in volume.

Direct mail began to stabilize between 2010 and 2014 and has shown modest growth. While it hasn’t matched previous highs, that’s not necessarily a bad thing for marketers trying to stand out.

Direct mail has a few other advantages: Since your targets can hold mailers in their hands, they are easy to keep and can be revisited later, and unlike some other forms of traditional marketing, direct mail results can also be easy to track.

Here are seven tips for any organization investing a direct mail campaign:

1. Create eye-catching visuals.

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