“Don’t call it a comeback, I’ve been here for years.”
People of a certain age will recognize this nugget from James Todd Smith, better known as LL Cool J. But it doesn’t just apply to a rapper’s career trajectory. It also applies to the resurgence of direct mail marketing as a tool for building connections.
Many people have written off direct marketing as an expensive and useless tactic in the Digital Era, but savvy marketers have picked up on the fact that this channel is actually an ideal way to cut through all the digital noise and make a lasting impression.
The Fall And Rise Of Direct Mail
While digital marketing has been on a meteoric rise over the last decade, direct mail has been on a steady decline, decreasing 1% per year since 2005. Today, “getting mail,” has become a novelty to many Americans.
This is precisely why there is no better time to invest in your staffing firm’s direct mail marketing budget. There was a time when direct mail would get lost in a sea of invoices, payments, catalogs, postcards and packages, or it would simply be identified as “junk” and tossed into the trash. Today, a relevant and attention-grabbing piece of direct mail has a much better chance of being noticed and being acted on.
It’s not just direct mail’s reputation as junk that led to its decline. It is also the expense. Direct mail design, print, distribution and postage packs a much higher price tag than many traditional and digital marketing channels. However, it can have a much higher impact. According to the DMA, direct mail generates a 3.7% response rate and has a 30% rate of ROI.
Making Direct Mail Work For You
Direct mail can be an impactful way to get in front of prospects, nurture prospects through the sales funnel, reconnect with lapsed clients and stay connected to current clients. However, it must be done well. Direct mail that stands out, generates attention, makes an impact and realizes ROI follows these rules:
- It is targeted: Spray and pray has never worked for direct mail marketing. You must target the right people and tailor your message to them.
- It is clear: Customers need to have a clear and simple way to respond if you want them to take action. Typically, you must tell them the action you want them to take, whether it’s visiting your website, picking up the phone, or sending an email.
- It’s good-looking: The layout, imagery and design must be modern, clear and should support your brand.
- It supports your other marketing efforts: Never put all your eggs in one basket. Direct marketing should be part of your overall strategy, and it can be used to enhance digital marketing by drawing attention to your website.
Are you ready to put direct mail to work for your staffing firm? Haley Marketing Group can help you develop a campaign that will grab attention for the right reasons. Contact our team today to learn more.