Why should direct mail marketing be part of my mix?
Smartphones are in the pockets of almost every adult. Because they’ve become so widespread, putting the Internet in everyone’s constant grasp, advertisers have taken more advertising online than ever before. Online advertising is huge. Ask a business if they advertise online and the answer is most often yes.
However, ask a business if they advertise with direct mail and they usually say no. They’ll tell you that it’s spammy and doesn’t work. They’ll tell you that every day when they go home they’ll get the mail and throw away much of it.
What they don’t tell you is that direct mail is having a major come back. As advertisers have abandoned direct mail, it’s become far more valuable. If all of your competitors were advertising in the same space, would you want to join the noise or advertise somewhere they’re not advertising?
Did you know that the average adult checks their phone 110 times a day, and as much as every 6 seconds in the evenings? Smartphone’s have become a distraction and it’s harder than ever to get your ads to rise above the noise. Ding. Your phone just notified you of a test message, email, Facebook post, something or another.
Instead, people are ignoring the ads. According to Google overall ad click through rate is an astonishingly low 0.06%. That means you need your ad seen an average of 2,000 times before you’re going to get a click. That number does include Adwords display advertising which has historically been a low CTR medium, but it illustrates how competitive the online ad space is.
In contrast to online advertising’s average 0.06% engagement rate, direct mail is averaging 4.4% engagement rates. With smart personalized direct mail campaigns my clients have seen double the engagement over standard direct mail.
How many times do you go to your physical mailbox to get your mail? Just once a day, right? And do you at least glance at every piece that was delivered? Yes. What if you received an invitation sized card, with no return address and your address looks handwritten – would you open it? From my client’s response rates we’ve seen site visit rates that lead us to estimate 65% have been opening these direct mail pieces.
Direct mail works.
If you can send direct mail with Hubspot it works even better.
Why Send Direct Mail with Hubspot?
Normal direct mail, doing big blasts every once in a while, doesn’t work nearly as well as drip campaigns. For example, if you just had someone sign up for a trial of your software you should have Hubspot send a handwritten note on behalf of your CEO. If you cleaned someone’s carpet three months ago and it’s time to clean again you could send a mailer with a discount just for them. If you had someone in the prospecting stages but they’ve gone inactive for the last three weeks you could send them a card with a PURL. PURLs work super well in direct mail because you can actually see when someone engages your direct mail. Here’s a post that shows you how PURLs can help you get leads faster.
When you tie into Hubspot you get the capacity not only to do drip marketing, making it time relative, but you can make the mail piece more relative with personalization. Personalization can include personal name, company name, info about their industry, customized inserts based on their industry, even a favorite treat!
Who to use for direct mail with Hubspot?
You’ve got several options to personalize and send direct mail with Hubspot, though these are the two I’d recommend:
ZenDirect – They have a webhook based integration that works well with Hubspot and is easy to setup. I’ve used them with one client and things went very well. The turnaround times are quick and delivery was accurate. I used them with PURLs and saw better than average results. Their pricing is good as well – as little as $0.99 per mail piece (which is the most affordable drip campaign rate I could find). They’ll also let you put gifts, like cookies, chocolate popcorn, Starbucks gift cards, etc, in with the mail piece if you want to get some real pop out of your campaign. See below for a video that easily guides you through the setup of this tool.
Thankster – They have an integration with Zapier that allows you to send direct mail with Hubspot, Salesforce, Mailchimp or any other marketing or sales tool. They allow you to do direct mail that is semi-handwritten in one-off sends. That makes them similar to ZenDirect in that you can use them for drip campaigns. They are printed but actually use samples of your handwriting to make the send look like it is handwritten. Their pricing is more than ZenDirect – starting at $1.89 per mail piece for high volume senders.
While I haven’t sent anything with Thankster yet, I have used a direct competitor that does actual handwritten pieces: Rocky Mountain Direct. RMD did an excellent job and we saw fabulous engagement rates with their direct mail pieces. They are still in beta but they do integrate well with Hubspot. If you’re interested in getting in on their beta leave a comment and I’ll connect you.