In the digital age, where marketing strategies often prioritize online channels, one traditional method continues to stand the test of time–direct mail marketing. Direct mail has been a staple in marketers’ toolkits for decades, and major companies have consistently utilized this medium to reach their target audiences.
Due to the tangible and personal nature of direct mail marketing, this type of marketing strategy can achieve successful results for businesses. In a report conducted by the USPS, research indicated that 38% of Gen Z, 47% of Millennials, 43% of Gen X, and 39% of boomers went to a business’s website after receiving a direct mail piece. From this data, it’s clear that sending relevant direct mail is still effective across generation divides.
We’ll dive deeper into the direct mail campaigns of major corporations from the past, analyzing the outcomes and drawing insights to showcase the enduring viability of this marketing strategy. By understanding the success stories of industry giants, small businesses can gain valuable lessons to enhance their own marketing efforts.
Major Brands Spanning Multiple Industries Utilize Direct Mail
Direct mail campaigns aren’t just effective for certain industries. This type of marketing strategy is employed by many different brands across various fields of business to great results. While the effectiveness of direct mail may vary based on the nature of the business and the target audience, many sectors have integrated successful direct mail marketing campaigns into their overall strategy. Some of the major industries that have utilized direct mail include:
- Automotive
- Retail
- Insurance
- Financial services
- Real estate
- Healthcare
- Education
- Nonprofit
- Technology
- Legal services
- Home Services
- Consumer goods
- Small businesses
- Government/Public services
So whether it’s the retail sector or the financial services industry, direct mail can be utilized by an organization to see results. The key to success lies in understanding the target audience, crafting relevant and compelling content, and integrating direct mail into a comprehensive marketing strategy.
Automotive Industry: Subaru
Like many automotive industry giants, Subaru regularly chooses to use direct mailers to reach potential customers. With some of its mail postcards, the brand chooses to build credibility and gain the trust of consumers by highlighting the opinions of outside sources. For example, it mentions that it’s an IIHS (Insurance Institute for Highway Safety) pick for the calendar year. Since this organization is a scientific and educational nonprofit dedicated to road safety, it carries a high level of credibility that consumers recognize.
Overall, the personalized nature, tangible quality, and targeted messaging of direct mail contribute to a positive and lasting impression. As the automotive industry continues to navigate the complexities of consumer trust, direct mailers are a reliable and effective strategy to foster connections and build lasting credibility.
Direct mailers provide a platform to feature customer testimonials, outside ratings, and positive reviews. Including these elements reinforces the credibility of the brand, as consumers are more likely to trust a brand that has a proven track record of delivering positive experiences. Consumers are also more likely to trust a physical mailer rather than a digital advertisement. That’s why letter-sized envelopes in a direct mail campaign can have a high ROI, even as much as 112%.
DoorDash
As a major food delivery company, DoorDash benefits from the personalization and geographic targeting of direct mail campaigns. For example, the company could mail a postcard highlighting local restaurants in the recipients’ area. This particular strategy is helpful as it’s relevant to the recipient.
So, the outcome of a targeted local campaign like this results in a more personalized connection with customers, increasing the relevance of the marketing message. Plus, the success of this type of campaign can be easily measured by tracking order increases in the targeted areas.
Ikea
The Ikea brand is a well-known company that sells furniture and other home goods. The company’s marketing strategy includes a combination of direct mail and digital marketing that’s typically integrated together. For instance, Ikea sent out a direct mail piece that asked recipients to play a game, which would reveal a voucher that could be redeemed online or in-store. This creative approach to their direct mail was highly effective, as it was engaging and interactive.
If you’re looking to replicate some of the most successful direct mail marketing campaigns, engaging and forging a connection with your recipients is one of the best strategies. In this specific example from Ikea, this mailer ended up being one of their most successful direct mail pieces. After sending out the mailer to their huge mailing list, they had an ROI of 4.5:1.
Walmart
As a household name, Walmart has had many successful direct mail marketing campaigns in the past. The company employs a combination of catalogs, flyers, and postcards to showcase product offerings and promotions. Like many other retailers’ marketing strategies, Walmart’s direct mail campaigns focus on creating a sense of anticipation and excitement about upcoming sales events.
For example, Walmart chose to send out mailers that informed consumers about discounts through the Thanksgiving weekend. However, the brand chose to send these mailers to recipients in cities without a physical store. On the mailer, it informed these customers that they could shop online for special online discounts instead of in-store. As a result, the company grossed high online sales in these cities.
The outcome of integrating direct mail and digital marketing strategies has been effective. Walmart’s direct mail efforts have consistently driven foot traffic to their stores and increased online sales. By providing tangible materials that customers can browse at their leisure, Walmart effectively combines the convenience of online shopping with the sensory experience of physical catalogs.
American Express
American Express, a prominent player in the financial industry, has consistently utilized direct mail to market its credit card offerings. The company’s strategic use of direct mail has allowed it to reach potential customers with personalized invitations and exclusive membership rewards. For example, one of the common practices in the credit card industry is sending out credit card invitations via direct mail. These mailings often include personalized offers for pre-approved credit cards, highlighting exclusive benefits, rewards programs, and introductory APRs.
Additionally, credit card companies, including American Express, leverage data analytics to target specific demographics. Direct mail campaigns are often tailored to individuals based on their credit history, spending patterns, and preferences. By sending relevant mailers to recipients, the company is more likely to see results.
Overall, American Express’s successful direct mail marketing campaigns contribute significantly to customer acquisition. The tangible nature of the mailed invitations, often accompanied by special offers, creates a sense of exclusivity and urgency, prompting recipients to take action.
Why Small Businesses Should Consider Direct Mail
While the allure of digital advertising is undeniable, direct mail offers a unique set of advantages that can significantly benefit small businesses. By taking notes from major brands who have successfully executed direct mail campaigns, small businesses can see positive results from this marketing strategy.
Creating Connections
One of the primary reasons why direct mail campaigns can be so successful is the potential of connecting with your recipients. Sending physical mail creates a tangible connection with your audience that goes beyond the ephemeral nature of emails and online ads. Whether it’s a well-crafted postcard, a personalized letter, or a beautifully designed catalog, direct mail allows small businesses to put their brand directly into the hands of potential customers.
Personalization
Another reason why small businesses should consider employing a direct mail campaign is the ability to personalize the content. Direct mail enables small businesses to tailor their messages with a high level of personalization. By leveraging customer data, businesses can create targeted and relevant content that resonates with specific segments of their audience. Personalized direct mail not only grabs attention but also fosters a sense of connection and engagement, increasing the likelihood of a positive response.
High Visibility
For small businesses, it can be hard to find ways to stand out to consumers with limited marketing budgets. Direct mail can yield high-visibility results for small businesses that want to stand out from the competition. Unlike emails that can get lost in crowded inboxes or marked as spam, physical mail is more likely to be seen. People tend to go through their mail, providing a valuable opportunity for small businesses to capture the attention of their target audience. Direct mail boasts higher open rates compared to some digital marketing channels, ensuring that your message doesn’t go unnoticed.
In an era where consumers are inundated with digital content, the tangible and personalized nature of direct mail can be a refreshing and impactful way for small businesses to stand out. By embracing the lessons learned from industry giants, small businesses can harness the enduring power of direct mail to connect with their audience and drive business growth. We can help you start a successful direct mail marketing campaign. Contact us or get started building a campaign for your business today.
