In an era where most marketing takes place online, it might seem surprising that direct mail continues to deliver strong results. One eCommerce company found that sending physical postcards to former customers generated 35% more orders and boosted net revenue by 60%.
The direct mail marketing campaign was simple yet effective. Personalized postcards were sent to thousands of previous customers, each including a special promotional code. The addresses were sourced from past payment information, ensuring accuracy and relevance.
Why did this approach work so well? Because while digital ads struggled with low engagement, direct mail offered a tangible, personal touch that captured attention in a way email and online ads often can’t.
Why Direct Mail Still Works
Many business owners see direct mail as outdated, but data shows otherwise. Research reveals that:
- The average U.S. advertiser spends about $167 per person on direct mail.
- The average return is around $2,095 for that investment.
- Open rates can reach up to 90%, far higher than most digital campaigns.
- About 70% of customers appreciate the personal feel of direct mail.
- More than half of consumers prefer receiving direct mail from their favorite brands.
- Over 60% are likely to purchase as a result of receiving a mailer.
These numbers show that direct mail remains one of the most effective marketing channels available. It’s personal, memorable, and can easily reconnect businesses with past customers or attract new ones. Even something as simple as adding the recipient’s name to a postcard can increase open rates dramatically.
The Cost of Direct Mail Marketing
The biggest concern for most businesses considering direct mail is cost. It’s true that sending physical mail is typically more expensive than sending an email. However, the potential return often justifies the investment.
Depending on design, printing, and distribution factors, the cost per mail piece can range from 50 cents to over $15. The main factors influencing cost include:
- Design: Creating professional, eye-catching designs may require hiring a graphic designer.
- Copywriting: Effective messaging makes or breaks a campaign. Skilled copywriters can help maximize response rates.
- Mailing Lists: Building your own list is ideal, but purchasing lists from reputable providers is also an option.
- Printing: The type of paper, print quality, and volume affect the total price.
- Postage: Mailing costs depend on weight, size, and destination.
Despite these costs, direct mail’s high engagement rates often lead to a better overall return compared to many digital campaigns.
Direct Mail Marketing Tips
1. Think Like Your Customer
Understand what motivates your audience. Does your message solve a problem or fulfill a desire? Always test different versions of your mailers to see what resonates most.
2. Use Visuals to Capture Attention
People make decisions in seconds, so bold graphics and engaging visuals are key. Avoid generic stock photos and keep your design clean and focused on your main offer.
3. Emphasize Benefits Over Features
Instead of listing product features, explain how your offer makes life easier or better for the recipient. Highlight the value and outcomes they’ll gain.
4. Know Your Market
Different audiences respond to different styles. Financial services mailers may need to appear formal and trustworthy, while lifestyle brands can benefit from colorful, creative designs. Tailor your tone and presentation to match your audience’s expectations.
Conclusion
Direct mail remains a powerful and relevant tool, even in today’s digital-first marketing landscape. It offers something online ads often lack—personal connection, credibility, and physical presence. When done right, direct mail can re-engage customers and spark meaningful responses.
The key is integration. Direct mail shouldn’t replace digital marketing but rather complement it. By combining both approaches, businesses can reach audiences across multiple touchpoints, strengthen brand recognition, and achieve better overall results.
