MARKETING MAILOUTS: A BLAST FROM THE PAST OR THE FUTURE OF ADVERTISING?
You may think that marketing mailouts are outdated and irrelevant in the digital age, but you may be surprised to learn that they are making a comeback as an effective marketing channel. Certainly, post-COVID, USA casino groups have lifted their direct mailout budget to connect directly with customers to provide information, outline event calendars, and offer customers coupons that drive traffic. Here are some reasons why marketing mailouts are worth considering for your club in 2023.
Marketing Mailouts Have Higher Response Rates
One of the main advantages of marketing mailouts is that they have higher response rates than other forms of communication. According to a study by Integrate and Demand Metric, direct mail response rates came in at 9% in 2018, compared to 1% for email marketing, social media, and paid ads, and 0.3% for display ads.
This means that consumers are more likely to open and read a piece of physical mail than click on a digital ad. This could be because physical mail is more personal, tangible, and less cluttered than digital channels.
Marketing Mailouts Have a Captive Audience
Another reason why marketing mailouts are effective is that they have a captive audience. Thanks to the Covid-19 pandemic, many consumers have been spending more time at home and checking their physical mailboxes more regularly.
This gives clubs and hotels an opportunity to reach local community consumers at a time when they are more receptive and attentive to their messages.
The direct mail advertising market is projected to grow from $71.57 billion in 2021 to $72.67 billion in 2022, and increases are expected again in 2023, indicating that more brands are recognizing the potential of this channel.
Marketing Mailouts Have a Nostalgia Factor
In an era where everything is digital and fast-paced, receiving a piece of physical mail can evoke positive emotions and memories for consumers.
Marketing mailouts can also be used to create a sense of exclusivity and urgency for consumers. For example, clubs can send limited-edition offers or coupons that expire after a certain date or require a response.
Nearly 90% of Millennials love receiving mail, which fits with their affinity for physical media — like vinyl records.
Marketing Mailouts Can Be Integrated with Digital Channels
Marketing mailouts can be integrated with digital channels to create a seamless customer journey. For example, brands can use QR codes, personalized URLs, or tracking codes on their mailouts to direct consumers to their websites, social media pages, or landing pages.
They can also use data and analytics to target consumers based on their preferences, behaviour, or location.
By combining physical and digital touchpoints, brands can create a more engaging and memorable experience for their customers and prospects.
Marketing mailouts may be old-fashioned, but they are not outdated. They are making a comeback as an effective marketing channel that can help club brands stand out from the digital clutter, connect with their audience on local level, and integrate with their online strategies so you can track the results of your campaigns using data and analytics.
