*from Mediaspace Solutions
Did you hear the news? Print is dead. Did you hear the other news? The idea of print being dead is completely bogus.
Data continuously shows that consumers respond favorably to direct mail. And here are some stats to back that up:
- 59% of U.S. respondents and 65% of Canadian respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products.”
- An International Communications Research survey found that 73% of consumers actually prefer snail mail over other advertising methods.
- 40% of consumers try new businesses after receiving direct mail.
What do these numbers indicate? When done strategically, direct mail is a fantastic way to increase revenue for your business.
Before we discuss costs, let’s figure out which type of direct mail piece will be the most effective for your brand. While research from the Data and Marketing Association suggests that the response rate is typically highest for oversized envelopes (as opposed to, say, a letter-sized mailer), you’ll still want to determine what will work be best for your campaign goals.
Which is right for you is going to depend on a few different things:
- What’s your budget? – Oversized mailers and catalogs are more expensive to design, print and ship (because they are heavier).
- What are you selling? – If you sell a more serious product, like insurance for instance, you most likely will want to send a traditional letter. If your offer is more fun, you can create a colorful and eye-catching postcard.
- Who is your campaign targeting? – If you’re nurturing past customers who already know what you’re about, you won’t need to give them so much information. A letter or postcard will do. If you’re targeting cold leads, you might need to send a bigger brochure so they can learn more about you.
If you’re interested in the more expensive direct mail pieces, it’s a good idea to do a test run on a smaller group so you can measure how well it converts before going wider with it.
Direct Mail Costs
Direct mail pieces can cost anywhere from 30 cents to more than $10 per person, depending on how much you spend on design, marketing copy, mailing lists, printing, and distribution. Some organizations do much of this inhouse and wind up only paying for printing and mailing.
Let’s break down these individual cost factors:
Design Costs ($0 – $100)
When it comes to designing your direct mail piece, you have a few different options:
- DIY – If you only require something very basic, like a renewal letter, you should be able to create something suitable in Microsoft Word.
- Use a template – You can find numerous online sites that sell templates that cost around $10 on average.
- Hire a professional – If you need help in the creativity department, your best bet is to pay a professional print designer. You may use someone local in your area, or find a freelancer online on sites like UpWork.
Marketing Copy Costs ($0 – $100)
If you have a very small budget, you may have no other choice but to write your own marketing copy. However, if you have a bit to spend, we always suggest clients hire a professional copywriter. This copy has got to be persuasive and there is an art to getting it just right. Copywriters, good ones anyway, are trained to write content that hooks the reader and gets them to buy.
Mailing Lists Costs ($0 – $0.30 / record)
Free mailing lists can be had by either gathering data you already have on your current customers, or by doing a trade of your info with another business in your industry.
If neither of these options is possible, you’ll end up paying anywhere between .02-.30 cents per record. The cost will vary based on the quality of the data, how many records you buy, and how many times you can send to the list (make sure you’re clear on that last part).
Printing Costs ($0.03 – $2.00 / person)
Printing costs will vary based on the following:
- Black and white vs. color
- Paper quality
- Paper size
- 1 sided vs. 2 sided
- Number of pages
Visit any online printing business to find out exact printing costs for your campaign.
Distribution Costs ($0.25 – $2.00 / piece)
Of course, the final cost you will have to consider is mailing costs. Prices fluctuate and are dependent on the current postage rate, the amount of mail you send, and how much all of that mail weighs. Remember, the bigger the pieces, the heavier the order, and the more you’re going to pay.
Direct mail, if done right, is both an effective and cost-effective way to market your business.