There’s no lack of evidence suggesting direct mail delivers results. Take its average response rate: A respectable 5-9%, towering over that of email at less than 1%. Yet despite the smorgasbord of statistics underpinning its advantages, only about 50% of businesses report using direct mail in their marketing strategy, compared to over 80% utilizing email. Spoiler, it comes down to cost. The physical production and shipment of a printed mail piece typically comes with a larger price tag than that of digital mail. However, a strong mail campaign doesn’t have to be the budget-consuming super beast it’s cracked up to be. Knowing how to navigate USPS tools, and take advantage of postage efficiencies can cut costs significantly, and ultimately, increase your ROI. Here we’ve outlined some of the smartest ways to boost your return on investment and make your direct mail campaigns work harder without chewing through your budget.
Sears perfected the direct-to-consumer (DTC) model, long before DTC was widely known. Macy’s continued it with its legendary Christmas catalogs, as did many others, but the Sears catalog was the Gold Standard.
While the catalog fell out of favor over the past 15 years or so, it is making a comeback. According to eMarketer, DTC revenues grew about 24% in 2020, and the marketing push by brands is driving much of that.
DTC is the promotion and sale of products to consumers directly by the brands or manufacturers, effectively eliminating the in-store experience. While brands often do have physical retail stores, they are increasingly marketing their products directly to consumers. One of the ways they are doing that in 2021 is through catalogs mailed directly to homes.
“We are seeing a huge resurgence in direct mail,” Polly Wong, president of Belardi Wong, a direct mail company for top brands such as Parachute, Levi’s, Untuckit, Pottery Barn, Williams Sonoma and more.
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