The Advantages of Direct Mail Advertising
What is direct mail?
Direct mail is business advertising in the form of physical letters or brochures which are posted directly to prospective customers. They can range from creative and complex designs to simple adverts that are cost effective and can effectively increase brand awareness. Direct mail typically contains brief information about your product or service, contact details, and a call to action (such as scanning a QR code, signing up, or visiting a store).
Why you should consider using it
In this growing digital and eco-conscious age, you may be wondering whether direct mail advertising is a good move for your business. When done correctly, there are many advantages to direct mail marketing, and alongside other advertising channels, it can effectively elevate your marketing strategy. In 2025, many companies are planning on doubling their direct mail volume, growing on average from 34.9M to 67.3M.*
Compared to online email advertising, which can often be hidden within a junk folder and never viewed, with direct mail there is a much higher chance of your target audience seeing and reading your advertisement. The tactile and professional look to physical mail makes it a more trustworthy form of advertising, especially for the older generation. This is even more effective when the advert is personalised to the local area or customer. According to 74% of executives, direct mail is their top-performing marketing channel, highlighting its efficacy.**
You can target specific regions and demographics with physical advertising, and it grants a consistent response rate, as opposed to strong fluctuations with output from digital advertising.
Direct mail allows for creative and versatile marketing ideas. For example, Green Belgian released an advertisement for World Water Day that could only be read when submerged in water. However, it is also capable of being cost effective and simple. On average, there is a £14 return on investment for every £1 spent, making it an efficient advertising method.***
How to best optimise direct mail advertising
Direct mail advertising is most effective when it is personalised and local to your business. Consumers aged 45-54 are most likely to respond to direct mail, so focusing on this demographic can be beneficial. Typically, financial and healthcare industries use letters for their advertisements, as it gives a personal and trustworthy impression. Brochures are more commonly used by insurance or automotive businesses, as they have a visual element that can display the product.
Running a test advertisement or coupon which encourages people to follow a link allows you to test customer engagement by tracking the number of users who visited the website. This can be a useful way to see if direct mail advertising is a productive investment for your company.
Lastly, direct mail marketing is most effective when used in combination with other marketing strategies. This allows you to target the widest range of potential customers and help your business to grow.
For direct mail advertising with a difference, and even more inventive ideas to get your business the attention it deserves, get in touch today or call us on 01604 250900.