They’re calling it a direct mail revival. What once was considered an old and ineffective marketing strategy is “new” again. Is direct mail part of a marketing strategy for your practice?
For those who have been in business for a decade or more, you’ve likely seen a pendulum swing between the direct mail marketing strategies from 2010 to today. In fact, mailboxes of the average citizen 15 years ago were stuffed with every kind of direct mail piece you could imagine. From neighborhood coupon books to the local auto mechanic’s flyer promoting oil change deals, many items stuffing those mailboxes would end up in the trash. The “noise” became too much, and marketers began moving away from print to the shiny new opportunities digital marketing offered. And for a while, that worked very well. Trackability, uniquely targeted marketing, and the ability to pivot messaging on a dime made digital marketing too good to pass up. That is, until the digital “noise” reached its own deafening volume.
Now, with that noise getting louder, the tables have turned, and digital messaging is what consumers are becoming increasingly numb to as they deal with the 24-7 storm brought on by social media messages, emails, and streaming ads. Maybe it’s not as foolproof as once thought? Does this mean that as a small business owner you should move all your marketing budget from digital to print? No, of course not. But combining the strategies and using a bit of digital and print is likely a good path moving forward.
The Psychology of Direct Mail
According to a 2021 study by the US Postal Service, 71 percent of baby boomers and Gen Xers say that “traditional” mail feels more personal than digital messages these days.1 That’s even more true when there are handwritten elements accompanying the message, even if it’s just the address. Some surveys have shown that handwritten notes boast an open rate of up to 99 percent, with a response rate of up to 10 percent.2
The Data & Marketing Association says even without the handwritten component, consumers engage with 96 percent of the direct mail they receive, and the return on investment is a healthy 9 percent. Direct mail will also drive clients to your website: 92 percent of customers go online to learn more about a business after receiving a direct mailer.3
Where to Start? Postcards and Flyers
Start by dipping your toe in the water. You don’t need to suddenly revamp your marketing budget to include thousands of dollars for monthly print newsletters that are mailed to your entire client list. But you could start with a simple postcard reminding clients of your latest offer or promotion, an upcoming open house, or a new technique you added to your toolkit.
Or, you could do a segmented mailing. Check your client list to see who hasn’t seen you in the last six-plus months and send them a “Checking in on You” postcard reminding them of your hours, phone, address, etc. Headline it with: “Don’t wait. Get your self-care today!”
You can evaluate the effectiveness of this more targeted strategy by tracking the number of rebooks you get from these clients who’ve been missing from your appointment calendar for a while. Add a QR code if you want to see the mailer’s effectiveness in driving those clients to your website or scheduling platform. Start small but remember to be consistent in the effort—one and done is never an effective marketing strategy.
Notes
1. US Postal Service, “Mail & E-Commerce Through the Ages,” 2020–2021, https://uspsdelivers.com/2020-2021-generational-research-report.
2. Handwrytten, “How Handwritten Direct Mail Can Revolutionize Your Marketing Strategy,” December 15, 2023, https://handwrytten.com/resources/handwritten-direct-mail.
3. Data & Marketing Association, “What Is the Response Rate from Direct Mail Campaigns?” May 21, 2021, https://dma.org.uk/article/what-is-the-response-rate-from-direct-mail-campaigns.
