Why so Many Startups Have Embraced Direct Mail (And Why You Should, Too)
The word ‘startup’
automatically makes you think of high-tech, disruptive businesses: billion-dollar
businesses like Uber, Dollar Shave Club, and Airbnb were once famously startups.
Even the highest of high-tech newbies are getting results with one of the
oldest of the old-school tactics – direct mail. Whether you’re an integrated marketer at a
startup or a well-established company, there’s a lot to love about direct mail.
You Can’t Adblock a Postcard
Many startups are targeting
Millennials, an audience that has been blasted with banner ads, popups, auto-play
video, and other aggressive forms of internet marketing for most of their
lives. Not surprisingly, two-thirds of them use some kind of adblocker. A good
direct mail piece, with targeted copy and a personalized approach, can feel
almost friendly and intimate. As a result, 92% of Millennials say that direct
mail has had an impact on their purchase decisions.
You’re Bypassing an Overflowing Inbox
For startups without
brand-name recognition, email marketing often feels like sending a message into
a big black hole. Even if you don’t end up in the spam folder, you’ve still got
a lot of competition. As Harry’s CEO Pete Christman puts it, “People our age
get hundreds of emails a day, but they only get ten pieces of a mail a day, if
that many.” It’s no surprise that direct
mail gets opened more than unsolicited emails.
Direct Mail is the Medium for Short Attention
New companies without deep
inventories have made the postcard their DM tactic of choice. Think about the amount of
copy and imagery you can fit on a postcard: it’s just a quick blast of
information and maybe a juicy offer that can be scanned quickly, making it perfect
for today’s eight-second attention spans.
It’s Still Got Amazing ROI
Startups need to make sure
every penny is going to good use. Spendy social ads and iffy influencer
marketing just aren’t producing the results or delivering the ROI. On the other
hand, direct mail has a median ROI of 29% and a response rate of up to 5%.
Because of its low price, email has a better ROI but can’t deliver all the other
benefits of direct mail.
it’s not either/or: integrated marketers from all kinds of companies are seeing
great success by combing direct mail with email marketing. Add direct mail to
your digital marketing to maximize your impact and watch your response rates