5 Benefits of Direct Mail Marketing for Small Businesses and Nonprofits

Direct mail marketing offers many benefits for nonprofits and small businesses to establish new connections, enhance existing relationships, and promote the launch of a new product or service. Postcards, letters, brochures, and other physical mail pieces are great ways for nonprofits and small businesses to stand out, save money and increase visibility in the community. This method of marketing can increase the impact of your campaigns when coupled with digital marketing. Here are 5 benefits to understand why direct mail is beneficial:

Direct mail offers a way to reach a target audience efficiently.

1.????Nonprofit organizations and small businesses can send marketing campaigns directly to their target audience.?Have you heard of Informed Delivery? Through Informed Delivery, the United Postal Service (USPS) scans images of mail and sends those scans to recipients daily. This service creates a level of anticipation for the target audience and increases the touchpoints of your brand before mail even hits a mailbox. In 2022, the USPS estimated a 68% average open rate of Informed Delivery emails across all campaigns. In addition, using an interactive campaign with Informed Delivery includes custom images and a URL that directs the user to a digital experience. Need help determining your target audience? Working with a marketing agency can help create a marketing strategy that includes identifying your target demographic.

The return on investment makes direct mail cost-effective.

2.????Direct mail can be a more cost-effective way to reach your audience than other marketing methods. Every dollar counts when creating a marketing campaign for nonprofits and small businesses. Because the return on investment is high, direct mail marketing is excellent to incorporate into your marketing strategy. According to the Advertising Global Market Report 2023 by The Business Research Company, direct mail contributes to higher open and response rates, with an average return of $4.09 for every $1.27 spent.

Direct mail marketing can be personalized, which connects better with leads.

3.????Direct mail can be personalized with donors' or customers' names and other details to make them feel appreciated and more likely to utilize your services. Nothing leaves an impression and says “we care” about our relationship like personalizing your messaging. Consumers believe direct mail is 11% more personable, 17% more attention-grabbing, and 17% more trustworthy according to RDD’s 2022 Marketing Report. Another way marketing campaigns can be personalized is through automating direct mail with a tailored message after a consumer’s digital experience on your website.

Tangible items consumers can interact with increasing engagement and response rates.

4.????Direct mail is a physical item that offers excellent leverage for small businesses and nonprofits. Something tangible that consumers can interact with can increase engagement and response rates. Don’t get lost in the inbox! You can drive traffic to your website or mobile app by adding a QR code or custom link to your direct mail without worrying about a spam filter. According to DemandSage, smartphones account for 70% of all eCommerce visits, and 53% of smartphone users prefer to shop from their favorite business’s app.

Direct mail is trackable and measurable.

5.????Nonprofits and small businesses can track the success of their direct mail campaigns through response rates. When direct mail campaigns are combined with digital marketing, you can track your reach and verify your contact list with QR codes, and custom links. Other tracking methods usually include campaign-specific promo and coupon codes for small businesses to track return on investment (ROI). With a combined marketing strategy of print and digital, marketing campaigns are easily measured.

Direct mail marketing can be tricky. Whether you are looking to boost your small business sales goals or increase donation response, leveraging resources from a marketing company can help you reach your goals. Discover results and thrive with Peachtree Rose Marketing! Book a discovery call by visiting www.peachtreerosemarketing.com.