Direct mail is becoming a powerful marketing tool in the digital world. For one, it isn’t digital, which helps it stand out to us from the deluge of digital ads we see every day. For another, direct mail has only become stronger in the digital age. Targeting the right prospects based on demographics and psychographics is easier than ever. We can now track open rates, website visits, sales, and even the paths our customers take on our websites before making a purchase. We are seeing a level of granularity that was unheard of in marketing measurement in the past few decades. The results of direct mail are clear:

Chart: Marketing Charts

• The response rate for direct mail among people aged 18-21 years old is 12.4%. (Source: DMA)
• The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or a coupon (42%). (Source: DMA)
• For every $167 spent of direct mail in the US, marketers sell $2095 in goods. (Source: Print is Big)

Direct mail becomes even more effective when you can reach the same person through multiple channels. Achieving frequency, or having a prospect see your advertising multiple times, helps your brand become top of mind for them. Seeing a consistent message helps cement your brand for your potential customers. You can achieve this through retargeting display ads. Emailing and mailing the same prospects.