It is important for marketers to create a comprehensive plan to effectively reach their target market. Even though the digital world is important, the most effective marketing tool is actually direct mail marketing. What do small businesses and marketing professionals need to know, and how can they use this information to more effectively connect with their target market?
Many Marketers Are Not Using The Best Marketing Medium
According to information that has been published by the Association of National Advertisers, most marketing professionals are not using the most effective advertising tools at their disposal. According to the information published in this survey:
- The most popular direct marketing mediums include paste search results, social media marketing, and email marketing.
- The most effective marketing tool is actually direct mail marketing. Analog mail provides an average ROI of 112 percent, based on the information in the survey.
- Email marketing only provides an average ROI of 93 percent.
- Social media marketing only provides an average ROI of 81 percent.
- Paid search results only provide an average ROI of 88 percent.
Even though all of these marketing tools have their place and can be effective, Direct mail marketing is far more effective than any of the other digital tools. As a result, marketing professionals need to make sure they use this valuable marketing tool to stand out from the crowd and make a more powerful connection with their target market.
The Implication of the Survey Results
The results of the survey do not necessarily mean that people should start mailing all of their clients. Instead, it is important for marketers to think carefully about how they can use direct mail marketing to make a more powerful connection with potential customers and clients. Even though people often overlook advertisements they receive via email or see on social media, the same is not true with analog mail.
Why Direct Mail Is Still Effective
There are a number of reasons why direct mail marketing is still effective. Some of the most important points to keep in mind include:
- Analog mail can help businesses develop a more powerful connection with their readers.
- This is a tangible product that can be torn out, written in, turned over, and even used as scrap paper. This means that it has multiple potential touchpoints with the target market, consistently reminding the reader of the information it contains.
- It is one of the most versatile options for advertising purposes. Just about every industry can use direct mail as a part of the advertising campaign.
For all of these reasons, business owners should consider using direct mail marketing as a part of their advertising campaign.