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Direct Mail in the Digital Age: Wasteful or Worth it?

[vc_section css=”.vc_custom_1637022037835{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”][vc_row][vc_column][vc_column_text css=”.vc_custom_1638378799157{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”]To the inexperienced, the world may have looked to move beyond the need for traditional direct mail marketing. Imprecise, hard to track, wasteful, and most relevantly expensive – Direct Mail can have a bad rap. You might not know that modern Direct Mail campaigns have integrated into some of the most successful Digital Marketing Strategies to date. Speaking from our own experience—the best ROI comes when you utilize both Digital AND Print in your marketing strategies.

The internet is everywhere; phones in pockets, tablets for kids, or computers at work, home, and school. Refrigerators, security systems, and doorbells — are all connected to the world wide web. In a world that becomes more and more digitized every day, the way we sell goods and services and inform the public about those goods and services changes rapidly. Social Media and Search Engine-powered E-commerce account for the lion’s share of current marketing practices today. Seriously—as of 2017, Facebook and Google account for an estimated 73% of all digital advertising. This number has only grown in the years since. Businesses and Agencies spend colossal sums of money with these two ad-behemoths.

Barcodes, QC Codes, tracking URLs, and promo codes allow us to apply digital marketing analytics to direct mail. Finding success with a message, image, or offer on your latest online campaign? We can use the same successful branding and message to your direct marketing campaigns to reach new customers with the same assets or re-reach someone who may have just seen your ad online. The average consumer needs to see an ad or offer 7 – 20 times before acting on that offer.

Traditional Direct Mail has a similar and sometimes even higher return on investment than digital marketing, but the barrier to entry is easily the cost. American Advertisers spent $38.5 BILLION on direct mail campaigns (Source). That’s a whopping $167 per person.

Here are some stats comparing the two mediums:[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1637022062821{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”][vc_column][ut_progress_circle percent=”81″ percent_font_weight=”bold” title=”Direct mail recipients who scan their mail daily” circle_color=”#707070″ stroke_color=”#dd9933″ percent_color=”#dd9933″ title_color=”#ffffff”][ut_custom_link font_style=”italic” font_weight=”normal” text_transform=”uppercase” link=”url:https%3A%2F%2Fwww.usps.com%2Fbusiness%2Fpromotions%2Fdirect-mail-brochure.pdf|title:Source|target:%20_blank|” link_color=”#dd9933″][ut_progress_circle percent=”70″ percent_font_weight=”bold” title=”Consumers who say direct mail makes them feel valued” circle_color=”#707070″ stroke_color=”#dd9933″ percent_color=”#dd9933″ title_color=”#ffffff”][ut_custom_link font_style=”italic” font_weight=”normal” text_transform=”uppercase” link=”url:https%3A%2F%2Fwww.marketreach.co.uk%2F|title:Source|target:%20_blank|” link_color=”#dd9933″][ut_progress_circle percent=”37″ percent_font_weight=”bold” title=”Americans feeling overwhelmed by email daily” circle_color=”#707070″ stroke_color=”#e20000″ percent_color=”#e20000″ title_color=”#ffffff”][ut_custom_link font_style=”italic” font_weight=”normal” text_transform=”uppercase” link=”url:https%3A%2F%2Fsendoso.com%2Fblog%2Fdirect-mail-vs-digital-marketing-what-data-shows-works-best%2F|title:Source|target:%20_blank|” link_color=”#dd9933″][ut_progress_circle percent=”78″ percent_font_weight=”bold” title=”Consumers who have unsubscribed from a brand b/c of too many emails” circle_color=”#707070″ stroke_color=”#e20000″ percent_color=”#e20000″ title_color=”#f7f7f7″][ut_custom_link font_style=”italic” font_weight=”normal” text_transform=”uppercase” link=”url:https%3A%2F%2Flemonly.com%2Fwork%2Finsights-from-5-million-emails|title:Source|target:%20_blank|” link_color=”#dd9933″][/vc_column][/vc_row][vc_row css=”.vc_custom_1637022083773{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”][vc_column][vc_column_text]We don’t share these stats to solely disparage Digital Marketing—only to show that the average consumer’s affection towards Direct Mail is substantially more optimistic. Businesses, especially businesses looking to grow their customer base, cannot underestimate the power of holding your ad in your hands or setting it on your counter only to pass & absorb that content. Put, while expensive, the ROI for direct mail marketing.

Printed Advertisements are far and away from the most trusted channel for advertising (as reported below by our friends at MarketingSherpa, with direct mailers being a close 3rd when asked about making a purchasing decision. That trust has a lot to do with the personalization & choice that comes along with direct mailers. A personal postcard addressed directly to your customer, an offer that perfectly matches their need, or a simple “Welcome to the Neighborhood” allows your consumers to make connections with your brand that may be overlooked or outright ignored on a platform like Google or Facebook. Combined with a unique URL, QC code, or another digital marker– enabling you to track with laser precision which portions of your campaign are successful and which fall flat.[/vc_column_text][ut_animated_image image=”8769″ size=”full” custom_width=”” custom_height=”” custom_crop=”on” image_opacity=”100″ image_border_radius=”0″ align=”center” align_tablet=”inherit” align_mobile=”center” link_type=”none” lightbox_size=”hd” link=”url:https%3A%2F%2Fwww.marketingsherpa.com%2Farticle%2Fchart%2Fchannels-customers-trust-most-when-purchasing|title:Source||” lightbox_iframe=”” hide_image_title=”yes” hover=”no” caption_style=”” caption_content=”caption” custom_caption=”” custom_caption_small=”” caption_transform=”” caption_font_weight=”” caption_letter_spacing=”0″ caption_font_size=”” caption_line_height=”” caption_color=”” caption_background=”” caption_below=”no” caption_below_transform=”” caption_below_font_weight=”bold” caption_below_letter_spacing=”0″ caption_below_font_size=”” caption_below_line_height=”” caption_below_color=”” image_offset=”no” image_zoom=”yes” shadow=”no” shadow_canvas_color=”” shadow_color=”” revealfx=”off” revealfx_color=”” revealfx_direction=”lr” revealfx_delay=”0″ revealfx_duration=”750″ glitch_transparent=”off” glitch_effect=”none” glitch_effect_transparent=”none” permanent_glitch=”on” accent_1=”” accent_2=”” accent_3=”” rotation=”0″ rotation_tablet_change=”off” rotation_tablet=”0″ rotation_mobile_change=”off” rotation_mobile=”0″ effect=”” animation_duration=”” animate_once=”yes” animate_tablet=”false” animate_mobile=”false” delay=”false” delay_timer=”” class=”” cursor_skin=”inherit” css=”.vc_custom_1637022100503{padding-top: 20px !important;padding-right: 5% !important;padding-bottom: 20px !important;padding-left: 5% !important;}”][vc_column_text]Prophase Marketing has been in the Direct Mail and Digital Marketing game for over 35 years. We’ve seen trends come and go and technology evolve to incredible heights—both of which we can put to work for you today. While we’ve spent a lot of time contrasting these two realms of marketing, the absolute best strategy is to combine the two—and Prophase has customized solutions to meet your needs. Postcards or flyers, websites, or social media – Prophase has the talent, technology, and theory to help you and your business grow. Visit our Direct Mail, Web Design, and Social Media pages to learn more about the services we offer—and don’t be afraid to ask for something new—we’re always interested in collaborating on new, cutting-edge, or otherwise weird campaigns.[/vc_column_text][/vc_column][/vc_row][/vc_section]

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"I could not be happier with ProPhase marketing. I'm so happy we found them!"

The Client
Hail Shelter Car Covers are the only covers on the market today that truly protect against hailstorms. Many claim to protect against hail, but they just fall short. Until now, the idea of a versatile car cover that protects against hail did not exist. Their covers are engineered with unmatched Multi-Layer designs consisting of three patented, industry-leading, protective materials. The High Impact Absorption Materials are engineered to protect your investment from Hard Impact. They tested well up to Pool Ball (2″) Size Hail.
The Challenge
There is a large market for car covers of all kinds, but our duty was to help this company differentiate itself against competitors. Additionally, they don’t have a physical store – meaning we needed to convince those to purchase something without ever feeling it or seeing it with their own eyes.
The Solution
We’ve focused our social strategy on making known what makes this car cover so great compared to others. We’ve mixed social mediums – graphics, videos, and a contest. We wanted to highlight the emotion between a person and their vehicle and why it’s important to offer their car protection.
The Result
  • Sales have increased, resulting in this company needing a larger manufacturing facility.
  • Instagram & Facebook reach and profile visits have down exponentially from the start.
The Testimonial

“We have been working with ProPhase marketing for almost a year now. We tried to manage all our social media in-house, but it took too much time and was not as efficient. We needed professional help, so I did a lot of research and decided on ProPhase marketing because of their flexible plans. I was immediately impressed with their quality of their product and service. They are extremely professional, courteous, and very knowledgeable in their field. We get many compliments on our posts. The feedback is that the posts are professional, simple so as not to confuse, and consistent. I work closely with my account manager, Paige, and she is awesome! I could not be happier with ProPhase marketing. I’m so happy we found them!”

"OMG, You nailed it"!

The Client
Meat Asia BBQ is a growing and developing Brooklyn-based food company specializing in Asian skewers and so much more. They want to build brand awareness and pivot social media content to reflect a more Asian, modern, pop and graffiti style.
The Challenge
Meat Asia is event-based and does not currently have a website. They want to pivot their content to a more eye-catching and graphic style. Overall, the challenge is to create great content that will connect with people and gets them to order their food and attend their events without external information, like a website.
The Solution

We’ve focused on developing the style of the images with a mix of Asian and New York flair. It has included adding their logo to very dynamic art and photography, making memes with manga, and editing “urban” photography with their branding. It’s all about being fun and creative.

The Result
  • Overall, we increased their following by 14% in 21 days
  • On Facebook, we increased their following by 20% in 21 days
  • On Instagram, we increased their following by 14% in 21 days
  • On Instagram, we increased total engagement by nearly 80% in 21 days
The Testimonial

Our Sales Team received a voicemail complimenting their Social Media Specialist on how happy they are with how services are going so far. They reiterated this sentiment with “OMG, you nailed it!” on recent feedback on new content.

Shopify

Pricing Starting at $600

Shopify has been around for more than 15 years—with more than two million stores built using the platform—and it’s hard to find a better option for most small businesses looking to get an online store up and running quickly.

Looking to start selling your wares online? Shopify offers unrivaled Ecommerce functionality that comes in a user-friendly package. The Shopify platform is so lightweight you can run your entire business from your phone!

You should use Shopify if: 

  • Want to build an E-Commerce store  
  • Has some products already or knows what they want to sell 
  • Needs help with Fulfillment/ products online 
  • Needs advertising help with their product 

Wix Website

Pricing Starting at $500

You’re looking for a professional-level website at a fraction of the cost. The Wix Platform allows for rapid deployment of your site. Wix is the perfect solution for getting your businesses online presence going as quickly as possible.

You should use Wix if:

  • Starting up your business
  • On a tight budget
  • Want a basic site
  • JUST NEEDS A DIGITAL PRESENCE

Wordpress Website

Pricing Starting at $700

WordPress plugin seamlessly integrates into your WordPress site for easy selling. 

The king of customization, adaptability, and content the WordPress Platform provides your site the ability to grow along with you.

WooCommerce offers a variety of free and paid options that can enhance your store: get real-time shipping rates with the USPS extension, integrate various payment gateways, or add WooCommerce Subscriptions to let your customers subscribe to your product, services, or even your paid newsletter. You can also combine these extensions with any plugins from WordPress to customize your store even more.

You should use WordPress if:

  • Wants a site they can build on
  • Understands the customization of the platform
  • Has an established business
  • Looking to rank fast with SEO

Marketing Dashboard

Gain insight into your combined audience and post engagements across all platforms to easily identify top-performing content and trends in one spot.

Save time and view your scheduled content all in one spot! With our scheduling software, all content is tailored toward each client’s specific social media platform for optimal performance. 

The Client

Hail Shelter Car Covers are the only covers on the market today that truly protect against hailstorms. Many claim to protect against hail, but they just fall short. Until now, the idea of a versatile car cover that protects against hail did not exist. Their covers are engineered with unmatched Multi-Layer designs consisting of three patented, industry-leading, protective materials. The High Impact Absorption Materials are engineered to protect your investment from Hard Impact. They tested well up to Pool Ball (2″) Size Hail.

The Challenge

There is a large market for car covers of all kinds, but our duty was to help this company differentiate itself against competitors. Additionally, they don’t have a physical store – meaning we needed to convince those to purchase something without ever feeling it or seeing it with their own eyes.

The Solution

We’ve focused our social strategy on making known what makes this car cover so great compared to others. We’ve mixed social mediums – graphics, videos, and a contest. We wanted to highlight the emotion between a person and their vehicle and why it’s important to offer their car protection.

The Results

  • Sales have increased, resulting in this company needing a larger manufacturing facility.
  • Instagram & Facebook reach and profile visits have down exponentially from the start.

The Testimonial

“We have been working with ProPhase marketing for almost a year now. We tried to manage all our social media in-house, but it took too much time and was not as efficient. We needed professional help, so I did a lot of research and decided on ProPhase marketing because of their flexible plans. I was immediately impressed with their quality of their product and service. They are extremely professional, courteous, and very knowledgeable in their field. We get many compliments on our posts. The feedback is that the posts are professional, simple so as not to confuse, and consistent. I work closely with my account manager, Paige, and she is awesome! I could not be happier with ProPhase marketing. I’m so happy we found them!”

The Client

Meat Asia BBQ is a growing and developing Brooklyn-based food company specializing in Asian skewers and so much more. They want to build brand awareness and pivot social media content to reflect a more Asian, modern, pop and graffiti style.

The Challenge

Meat Asia is event-based and does not currently have a website. They want to pivot their content to a more eye-catching and graphic style. Overall, the challenge is to create great content that will connect with people and gets them to order their food and attend their events without external information, like a website.

The Solution

We’ve focused on developing the style of the images with a mix of Asian and New York flair. It has included adding their logo to very dynamic art and photography, making memes with manga, and editing “urban” photography with their branding. It’s all about being fun and creative.

The Results

  • Overall, we increased their following by 14% in 21 days
  • On Facebook, we increased their following by 20% in 21 days
  • On Instagram, we increased their following by 14% in 21 days
  • On Instagram, we increased total engagement by nearly 80% in 21 days

The Testimonial

Our Sales Team received a voicemail complimenting their Social Media Specialist on how happy they are with how services are going so far. They reiterated this sentiment with “OMG, you nailed it!” on recent feedback on new content.

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Please fill out the questionnaire to receive an instant quote on your social media management costs. We appreciate the opportunity!
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