Looking for a new marketing channel that you have full control and visibility of, and delivers outstanding ROI?
Here’s something that might surprise you: I’ve seen direct mail return a terrific ROI. Let me share why this “old school” channel deserves a fresh look in your marketing strategy.
Why Direct Mail Still Works
When I was at WWE, we discovered something interesting: in an age of digital fatigue, physical mail was cutting through the noise like nothing else. But here’s the key: it’s not your grandfather’s direct mail anymore.
Making Direct Mail Work
Here’s what I’ve learned works:
- Smart Targeting is Everything
When using direct mail, go beyond basic demographics. Here’s what to consider:
- Behavioral data
- Purchase history
- Digital engagement patterns
- Lifestyle indicators
- Life stage triggers
- Quality Actually Matters
Be sure to test different design and copy formats. Here are some results I’ve seen
- Premium materials got 2x the response rate
- Personalized designs increased conversion by 40%
- Handwritten elements boosted open rates significantly
- Digital Integration is Key
Here’s how to make direct mail work with digital:
- QR codes linking to personalized landing pages
- Unique promo codes for tracking
- Retargeting campaigns timed with mail drops
- Multi-channel follow-up sequences
- Tracking That Actually Works
Forget spray and pray. Here’s how to measure impact:
- Unique landing pages per campaign
- Campaign-specific phone numbers
- QR code tracking
- Match-back analysis
- Control group testing
Why This Matters Now
In 2024, when everyone’s fighting for digital attention, direct mail offers something unique:
- Physical presence in the home
- Higher perceived value
- Less competition for attention
- Longer shelf life than digital ads
The Bottom Line
Direct mail isn’t just alive – it’s a secret weapon for smart marketers. While your competitors fight it out over rising digital CPMs, there’s often more opportunity in this “old school” channel than you’d think.
Want to know more about integrating direct mail into your growth strategy? Drop a comment below.
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I help subscription/SaaS businesses with growth strategy and execution so they can grow in a predictable, repeatable way. I have 20+ years of experience leading growth at startups like Curiosity, mid-sized companies like WWE, and large companies like Viacom/Nickelodeon.