Direct Mail Is Dead… Or Is It?

direct mail piece in letterbox

You might be under the impression that direct mail is dead and gone— something that belongs in a dusty museum alongside pay phones and VHS tapes. However, direct mail marketing is very much alive and well in the 21st century. In fact, it’s making a bit of a comeback as people grow tired of online advertising and constant digital communication.

When you think of a real estate agent, what qualities come to mind? Perhaps you think of someone who is always on the go, working odd hours to accommodate their clients’ schedules. Or maybe you think of someone with extensive knowledge of the housing market and a network of industry contacts. These are all great qualities for a real estate agent to have, but if you really want to stand out in this competitive industry, there’s one quality you need to cultivate: creativity. Yes, being creative can mean thinking outside the box when it comes to marketing your properties. And one great way to do that is by using direct mail marketing.

Direct Mail Has a Higher Response Rate Than Email

Although direct mail marketing has been around for many years, it’s often overlooked in favor of more modern advertising methods like online ads or email blasts. But here’s the thing: people are becoming more and more exhausted by online advertising. They’re bombarded with ads everywhere they look, whether they’re scrolling through their Facebook feed or watching TV.

One of the most important metrics for any form of marketing is the response rate—that is, the percentage of people who actually take action on the message. When it comes to direct mail, that rate is relatively high. In fact, the average response rate for direct mail campaigns is about 4.4%. That number jumps even higher for first-time direct mail recipients. For comparison, the average open rate for email marketing campaigns is only about 0.12%.

Direct Mail is More Personalized Than Email

Another advantage of direct mail over email is that it allows for more personalization. With email, you might be able to include someone’s name in the subject line or body of the message. With direct mail, you can take things a step further by including a handwritten note or even sending a personalized item like a mug or t-shirt. This personal touch can make all the difference when trying to stand out from your competition. Physical items also get discarded much more slowly than emails, so it stays top of mind longer.

Another benefit of direct mail is that it allows you to target your audience very specifically. For example, if you’re trying to reach first-time homebuyers, you can use data from the U.S. Census Bureau to target households in your area that fit that criteria. And finally, direct mail is extremely versatile—you can use it for everything from promoting a new listing to announcing an open house or inviting people to join your VIP buyers’ club.

Direct Mail Can be Used in Conjunction with Other Forms of Marketing

You don’t have to choose between direct mail and other forms of marketing like online advertising or email campaigns. In fact, using direct mail alongside email and other channels can give you a significant boost in reach and effectiveness. For example, you can include a special offer or coupon in your direct mail piece redeemable online or in-store. You could also include a QR code that leads recipients to an exclusive landing page on your website. By using direct mail as part of an omnichannel marketing strategy, you can make sure you’re reaching potential customers wherever they are.

You should always be looking for ways to stand out from your competition and connect with potential customers. Direct mail marketing can be one key tactic to add to your marketing stack to do just that. Direct mail’s high open rate and ability to be personalized makes it an excellent complement to your other marketing efforts. So don’t take that bad advice you’ve heard that direct mail is dead.