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Should You Use Direct Mail in Your Ad Campaign?

Author: Wendy J. English, Director of the Box Elder SBDC

Direct mail can be a valuable form of advertising.

Direct mail can be a valuable form of advertising.

I get a lot of questions about what type of advertising one should use. I always start at free or close to free when I am talking to clients, but today I am going to touch on a very effective and reasonably priced way to advertise: direct mail.

I love direct mail because it is personal, it goes right to the mail box with the name of your potential customer, and they can look at it at their leisure. Direct mail is targeted; you only send mail to people who are the most likely to buy your product.

My favorite thing about direct mail is that it is accountable. It gives you the ability to track the success of the ad campaign in ways no other traditional media can. For example, 98% of consumers bring in their mail the day it is delivered and 77% sort through it immediately. People keep Valpak, Hometown Values, and direct mail magazines around the house for up to a month before throwing them away.

You can target your market by mailing areas, only going into areas or to people most likely to use your products. Research has recently shown that direct mail still leads email, paid searches, online displays or social media in response rates! The return on investment for a direct mail piece is 29% with only e-mail and social media ahead of it.

In conclusion, direct mail is a valuable part of an advertising campaign. Smart marketers use several mediums to advertise and they all build on each other, so when you are looking at putting together your campaign, consider using a direct mail piece as well!