We know, we know – direct mail isn’t a new concept. We get mail sent to our homes, our businesses. Whether a postcard, a brochure, a catalogue, a bill, or even a letter here and there, direct mail is a tried and true method for communicating often times important and time sensitive information, in a professional way.
However, over the last few years many marketers have been quick to say direct mail is a dying trend, a trend losing its battle to the likes of email marketing, social media marketing, paid search, and SEO (Search Engine Marketing). And while some might “think” this makes sense when we consider how many times we get bombarded by all sorts of digital advertising, it’s simply not the truth.
In fact, direct is now more popular and is producing higher response rates than ever. And it’s not a secret.
Six Reasons to Consider Direct Mail
- Direct mail appeals to all ages. You might think only our parents or grandparents check the mail every day. But that’s simply not the case. According to data from the U.S. Postal Service, 98% of people check their mail on a daily basis – and who should know more than Mr. Mailman, right! But it gets even more astonishing. Of all the age groups checking their mail, 18-34-year olds check their mail more than anyone. And who better to see your sales message than this up and coming entrepreneurial segment of business owners.
- People still sort through their mail. Email is part of our daily routine, but how often do you sort through email trying to figure out which is a priority. If you’re like the team at Broker Pop you’re constantly deleting emails that don’t scream READ ME and clicking through the emails you know are time sensitive.
With this in mind it’s not surprising that the average email open rate in the health insurance space is only slightly higher than 20%. This means a lot of messages sent through email aren’t even getting an opportunity to impress your target. But direct mail is different.
Unlike email, people actually sort through their physical mail. And, most people look at their mail right away – they don’t let it sit like emails in my inbox. A study by Epsilon showed that 77% of people sort through their physical mail as soon as they get it, which means you have a better chance of capturing someone’s attention, especially if you build a campaign made up of multiple direct mail sends.
- You can segment easily and target the right people. Another reason direct mail appeals to health insurance brokers is because you can target or segment exactly who you want to see your message. It’s important to partner with a company or list vendor who can get you not only contact information (first and last name, business name, # of employees), but also target SIC codes or specific types of businesses.
For example, if you’re in Sacramento and have found success targeting agricultural businesses, create a campaign targeting those types of businesses specifically. If you’re in San Diego and your sweet spot is white-collar industries like law firms and accountants, the same concept applies.
- Direct mail is a great vehicle for an online experience. As we’ve mentioned, direct mail plays an important role in a diversified marking mix, including a digital presence. If you have a website direct mail is a great way to get prospects to your site where you can capture their information with your value proposition.
If you do not have a website yet, there are a lot of really great, low-cost options that offer website templates that anyone can make their own. Here are a few ranked highest this year: Wix, Duda, Squarespace, GoDaddy. If you’re interested in a website that also offers quoting, checkout Quotit.
- Roughly 66% of people have bought something because of direct mail. According to the Direct Mail Association (DMA), nearly two-thirds of people have bought something they saw in the mail. Additionally, 70% of customers have re-started a relationship because of direct mail. But it’s not enough to just send out a postcard with your logo printed on the front.
The key to capturing your audience’s attention is to offer something up, like a discount or promotion (the team at Bed Bath & Beyond really know this to be true with their incessant 20% off coupons!). Think of how you can distinguish yourself – consider offering a free multi-quote comparison!
- Setting up a direct mail campaign is easy. One of the best reasons to incorporate direct mail into your marketing strategy is because it’s pretty easy. Consider these two options.
- Create your direct mail campaign on your own. It’ll require some research on your end to find a list vendor and a partner to design your campaign, but you’ll be surprised at how many vendors today offer design and list services.
- Let the experts do the work for you. Marketing companies like Broker Pop offer low-cost direct mail campaign builders that give you the power to choose your list, customize your direct mail postcards, and set up the mailing in one fell swoop.
However you decide to build your direct mail campaign remember, have fun! We’d all prefer to work with people we like so show your personality when you introduce yourself to businesses in your area.
