When the Direct Marketing Association released their 2015 DMA Response Report the data was very positive for companies planning to market via direct mail.
According to the report, direct mail response rates outperformed digital channels by a long shot. Direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list. All digital channels combined only achieve a 0.62% response rate (Mobile 0.2%; Email 0.1%; Social Media 0.1%; Paid Search 0.1%; Display Advertising 0.02%). Telephone had the highest response rate at 9-10%.
On a Cost-per-acquisition, direct mail is very competitive. Direct mail stands at $19, which fares favorably with Mobile and Social Media (both at $16-18), Paid Search ($21-30), Internet Display ($41-50) and even email ($11-15).
Here at ePush!, one of the things we pride ourselves on is helping our dealers maintain contact with prospects who came in via one of our promotions. Our campaigns create multiple touch points with the car buyer which leads to increased brand awareness for our dealers. That brand awareness moves to consideration when it’s time to purchase.
The DMA report shows that when individuals who were customers or had a brand interactions were far more likely to respond to a direct mail piece. Direct mail is a great way to win back customers. That’s something you should definitely keep in mind as you construct your direct mail strategy.
When designing your direct mail piece, you should consider adding a pURL to the piece. Rio Longacre, co-founder and VP of operations for New York–based Indros Group, a developer and reseller of pURL software solutions, says, “A lot of companies call us and ask, ‘What’s a pURL, and how does it work?’
And we explain it to them, and they reply, ‘Really? It’s just putting a Web address in a direct mail piece? We’ve tried that before, and it doesn’t work," Longacre continued, “The dirty little secret in the interactive world is that every time direct mail goes out, there’s a spike in Web leads. But, no one knows where they’re coming from because no one puts in their key codes.
Don’t be wondering where that spike in web leads came from.
According to The Seybold Report, “…marketing expertise, including knowledge of the recipient demographics and psychographics, plays a critical role in the success of a campaign… What makes a campaign succeed is not the personalized URL itself, but the quality of the larger campaign and whether a personalized URL is the best response mechanism.”
Our trained experts can help you design a campaign that will take into account customer demographics and psychographics, and make sure that we use the response mechanism that is most effective with the car buyer you are trying to target.
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