[Updated for 2024]
There’s no question that direct mail campaigns work. Open rates can reach 90 percent, and at least 42 percent of recipients consistently read (or scan) their mail. However, common misconceptions about postal rates and the USPS direct mail services persist. Here are many of the myths about direct mail and the USPS -—and a decisive debunking of each!
Related: Unique Direct Mail Designs that Break out of the Mailbox.
MYTH #1 – Postal Rates Are Too Expensive for Bulk Mail
This direct mail myth is incredibly pervasive, but it couldn’t be further from the truth. Despite the recent rise in postage costs (2023), USPS offers a variety of discounts for direct mail projects; they’re part of seasonal promotions and vary depending on the time of year, but they typically range from two to four percent.
While this might seem small, a four percent discount can be substantial when sending out large quantities of mail. If you’re sending over 50,000 pieces of mail, that four percent could garner hundreds (or even thousands) of dollars in savings.
It’s also important to consider the overall direct mail ROI. Although direct mail is a big upfront investment, it’s proven to generate a higher ROI on average than many other forms of marketing, and hitting ROI is five times higher than other advertising channels. Even with a big investment, it will likely pay for itself and then some.
Related: How Much Does Direct Mail Cost?
Myth #2 – Direct Mail Takes Too Long
Another common misconception is that direct mail takes too long to reach the end customer. In reality, delivery usually takes just one to two weeks once your mailers have been designed and printed.
If you’re seeking faster delivery, you can select First Class mail. Although it has a higher price point, it can expedite your campaign The exact shipping time will depend on your location, but for most businesses, there’s no need to send your direct mail First Class. The standard presort option is already very fast, and most direct mail travels a short distance. Using standard shipping time will help keep costs down, and mailers will still get to recipients quickly.
Related: Direct Mail Drops: How Many and How Often for Best Results?
MYTH # 3 – Direct Mail Is Difficult To Customize
With such a competitive market, you need to make your business stand out with unique and creative marketing techniques. Direct mail was made for this. Many marketers don’t realize just how much you can customize it to fit your brand identity. The standard mailer is 6 x 9 inches, which provides plenty of space for images and text. And the USPS offers many different sizes and shapes for mailers. . Further, savvy marketers use variable data printing (VDP) to create highly personalized pieces with the recipient’s name and other customized information, including products they’ve purchased or liked. The power of personalization is undeniable, and with VDP it’s a cinch to implement.
MYTH #4 – Direct Mail Is No Longer Relevant
With email marketing, social media, and other digital strategies, direct mail can get lost in the shuffle — but it shouldn’t. Not only is direct mail shown to have high open rates and stellar ROI, but it can stand out among a sea of marketing emails — and increases the overall effectiveness of a multichannel campaign
In fact, younger audiences are embracing direct mail because it is so novel. Gallup found that 95% of consumers 18-29 respond positively to direct mail! There’s still something very exciting about getting mail Direct mail capitalizes on this feeling. Since consumers don’t receive direct mail in large quantities, they are much more likely to open it, spend time with it, and engage with it.
Related: 7 Elements of a Successful Direct Mail Piece.
MYTH # 5 – Direct Mail Isn’t Measurable
With QR codes, UTM codes, discount codes, Personalized urls (pURLs), phone numbers, and more, direct mail is easily tracked and measured.
Direct Mail Delivers
Let’s clear up the myth-understanding — direct mail is effective, affordable, and fast. It’s a formidable driver of marketing campaigns, ensuring strong engagement, good ROI, and accurate tracking. If you’re looking to incorporate direct mail into your marketing strategy, our team is here to help. Schedule a chat with us today.
