When it comes to lead generation, finding the most effective marketing channel is crucial. While digital platforms dominate today’s marketing landscape, there’s one traditional method that continues to stand out: direct mail. In this quick read, we’ll look into the reasons why direct mail should be the number one marketing channel for property businesses seeking to generate leads, supported by industry stats, comparisons with other channels, and compelling examples:
- Direct Mail is tangible: Direct mail offers a tangible touchpoint in an increasingly digital world. According to the Data & Marketing Association, the average response rate for direct mail to an existing contact is 9%, compared to just 1% for email marketing. The physicality of direct mail makes it more likely to capture the recipient’s attention and leave a lasting impression, making it an ideal lead generation tool for property businesses.
- It stands out: In a crowded digital landscape, direct mail cuts through the noise. Research by the Association of National Advertisers reveals that 90% of direct mail gets opened, compared to only 20-30% of emails. With direct mail, your message has a significantly higher chance of being seen and remembered by potential leads, giving property businesses a competitive edge in attracting prospects.
- Personalisation: Direct mail is great for personalised messaging tailored to individual recipients. This level of personalisation drives engagement and increases the likelihood of conversion. The Data & Marketing Association found that personalised direct mail achieves an impressive response rate of 18.4%, highlighting the effectiveness of targeted content in capturing leads’ attention and interest.
- A trusted source: A physical piece of mail carries a sense of trust and credibility that digital channels often lack. In a survey by the USPS, 69% of people felt that direct mail was more personal than online communication. By leveraging direct mail, property businesses can establish a stronger sense of trust with potential leads, building meaningful connections that pave the way for conversion.
- Real Life Success Stories: Numerous property businesses have witnessed remarkable success with direct mail campaigns. For instance, a real estate agency targeted potential home sellers with personalised direct mail, resulting in a 25% increase in listing appointments booked compared to their digital marketing efforts alone. This highlights the tangible impact of direct mail in generating high-quality leads for property businesses.
Thank you for reading! We hope this blog has provided you with some valuable insights for your lead generation campaigns, happy marketing!
