Why Should My Business Consider Direct Mail

As a business owner you will be bombarded with several different methods that will allow you to get your message out. The question that you will need to answer is which method will be best for your business. There are many common misconceptions regarding direct mail, but most of them are based on personal feelings. According to the United States Postal Service®, most people consider mail an important part of their life. Mail helps people accomplish at least three important tasks: Browse for new products or services, manage home affairs, and oversee their finances.

Advantages of using Direct Mail:

Direct mail is normally targeted to a specific area and can focus on a smaller group of porential customers who are more likely to respond to your offer. In fact, small businesses receive 95% of their customers from an area close to their business location. Mass advertising mediums (TV, Newspaper, and radio) can be both extremely expensive and difficult to target.
Direct Mail is personal. Unlike other advertising mediums, with direct mail, people open their mail when they decide it is a convenient time. This choice means the recipient is in a receptive mood while reviewing their mail.
Direct mail is tangible. Your mail is something you can touch, put down, and come back to when you have time. By giving the recipient a call to action, an offer, or a prize the direct mail will peak curiosity and encourage interaction.
Direct Mail is measurable. Direct Mail is one of the few media channels that gives the advertiser the ability to track success. By including an offer or a coupon in your advertisement you can track how much total revenue was generated compared to total advertising spent. This analysis will determine your return on your investment.
Direct Mail is easy and cost effective. You don't have to be an advertising expert or have a large budget to utilize mail. In fact, many direct mail options can cost less than 2 cents per mailing.

United States Postal Service® Direct Mail facts:

Approximately 55% fo mail recipients look forward to discovering the mail they receive.
Approximately 48% of mail recipients read mail to relax and unwind.
Approximately 42% of mail recipients read mail to find financial savings.
Approximately 38% of mail recipients read mail to stay informed.
Approximately 64% of mail recipients order a product or service from mail received in the last month.
Approximately 75% of mail recipients are most likely to pay attention to mail sent to their home.

Direct Mail myths vs. facts:

Myth: In today's marketplace the internet is the best method to get your message out.
- Fact: Having a great website can be an excellent tool for your business. The big problem becomes how can I get people to go to my website. Unless someone uses the correct search criteria, they may never find your business on the internet. Many advertising experts believe that using direct mail is an excellent way to direct people to your website.
Myth: Mail recipients don't want direct mail.
- Fact: According to the United States Postal Service, when direct mail provides either a solution to an issue or an answer to a problem, consumers are inclined to find it useful.
Myth: Mail recipients don't read their mail.
- Fact: A study performed by the Envelope Manufacturers Association revealed the top three things American consumers "always or usually" do with direct mail advertising or promotional materials.
  - 66 percent open the mail if they think the contents might be interesting.
  - 61 percent open the mail if they think the contents will be of personal interest.
  - 59 percent open the mail if they can clearly identify the purpose/sender.