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Is Direct Mail Dead? Or is it Still the Lifeblood of Lead Generation?
Is Direct Mail Dead? Or is it Still the Lifeblood of Lead Generation?
Andrew Scott, founder and CEO of Purplex Marketing, examines why direct mail remains a vital element of your marketing mix in our digital world. Having acquired, nurtured and then sold many installation businesses, he has the knowledge and understanding of the industry to aid businesses in their marketing efforts.
The Current State of Direct Mail Marketing
When it comes to your marketing, you would think that staying with the pack would be a sensible strategy – directly competing with your peers, appearing everywhere they do. You are often contending for local ad space, Google rankings and social media attention.
Is Direct Mail Dead? Or Could It Be Having a Resurgence?
In today’s crowded digital landscape, businesses face unprecedented competition for attention. There are over 4 million businesses competing on Google Ads, 2 million on Facebook and nearly 320 billion emails are sent per day. I can see why online marketing is attractive, I actively encourage it but, with such a crowded arena to compete in – perhaps it’s time to go back to basics.
Direct Mail vs Digital Marketing Competition
It is well known that the average online consumer is exposed to over 5,000 marketing messages a day. It’s easy to understand why the majority of them only have an attention span of just 8 seconds. This makes it increasingly difficult to cut through the clutter.
Thanks to digital marketing, the number of leaflets received through the post has plummeted – there’s less competition.
Why Going Against the Grain Works
I think the greatest business quote of all time is from former ‘Dragon’ James Caan: ‘Observe the masses and do the opposite.’ I have often thought of this quote throughout the years and followed it. Sometimes the only way to stand out amongst the crowd is to do something completely different.
80% of consumers say they will open all of their postal mail. Online adverts last seconds and are easily forgotten. A clever direct mail campaign can stick in the consumer’s mind, starting to build a relationship through brand awareness.
Trust and Credibility Advantages
Consumers are still distrustful of online pop-ups and emails if they do not look completely legitimate. People are wary of clicking on anything that pops up on the web or in their email inbox. Printed materials can stand out and carry no risk, so they tend now to be more credible because the business has had to spend money to get through their doors.
Direct mail can run parallel with any online activity, as for the most part, you will be reaching a varied customer base. 41% of the over 65s still aren’t online, and, with those that are, you can encourage social sharing for even more exposure.
Direct Mail Effectiveness and Measurement
The attraction of online marketing is the streams of analytical data we can pull from the platforms used. We can see precise results from campaigns and effortlessly work out performance, ROI and even gauge scaling your spend.
Measuring Direct Mail Success
This is a little more complex when it comes to direct mail. But one would hope that an increase in your marketing activity would equate to an increase in inbound leads.
It can be done, however, and a great way to do this is to ask a customer to quote a code from the leaflet in order to claim the discount or offer included.
The Future of Direct Mail Marketing
Direct mail has come full circle. Your branded mail has gone from just one in a heap of rubbish to a piece of mail that is being read. The opposite of all that online noise.
Integration with Digital Strategies
The most effective approach combines direct mail with digital marketing efforts. Direct mail can drive traffic to websites, social media pages, or specific landing pages, creating a multi-channel approach that maximises reach and impact.
Expert Insights from Industry Experience
Andrew Scott’s background in acquiring, building and selling installation businesses provides unique insight into what works in real-world marketing scenarios. This hands-on experience in the home improvement sector demonstrates the practical application of direct mail in competitive markets.
Why Direct Mail Still Delivers Results
In an increasingly digital world, physical mail stands out precisely because it’s different. Consumers receive fewer pieces of direct mail than they did a decade ago, making each piece more likely to be noticed and read.
Common Direct Mail Questions
Is Direct Mail More Expensive Than Digital Marketing?
While direct mail has higher upfront costs for printing and postage, the reduced competition and higher attention rates can deliver better ROI for certain businesses and target audiences.
How Do You Track Direct Mail Performance?
Tracking codes, unique phone numbers, specific landing pages, and customer surveys can all help measure the effectiveness of direct mail campaigns.
What Types of Businesses Benefit Most from Direct Mail?
Local service businesses, home improvement companies, and businesses targeting older demographics often see strong results from direct mail campaigns.
Our Direct Mail and Marketing Services
Purplex is a full-service marketing agency that specialises in brand development and profile building. We have teams of strategists and creative professionals that can see your direct mail campaign through from concept to execution.
Our comprehensive services include:
- Creative Design & Direct Mail – Professional design and copywriting for impactful campaigns
- Marketing Consultancy – Strategic guidance on integrating direct mail with digital efforts
- Digital Marketing – Combining direct mail with online campaigns for maximum impact
- Brand Development – Creating consistent messaging across all marketing channels
Get Started with Direct Mail Marketing
We can act as a complete outsourced marketing department, inject some expertise into your existing marketing department or handle special projects like a direct mail campaign.
Ready to discover if direct mail could be the missing piece in your marketing strategy? Our experienced team can help you develop and execute campaigns that cut through the digital noise.
Contact us today:
- Phone: 01934 808132
- Contact Form: Get in contact here
- Email: info@purplexmarketing.com
Don’t let your message get lost in the digital crowd. Discover how direct mail can complement your existing marketing efforts and deliver measurable results for your business.
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