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Marketing Tango

The Rhythm of Integrated Marketing

Why so Many Startups Have Embraced Direct Mail (And Why You Should, Too)

Direct Marketing

Oct 09, 2019

mailboxThe word ‘startup’ automatically makes you think of high-tech, disruptive businesses: billion-dollar businesses like Uber, Dollar Shave Club, and Airbnb were once famously startups. Even the highest of high-tech newbies are getting results with one of the oldest of the old-school tactics – direct mail.  Whether you’re an integrated marketer at a startup or a well-established company, there’s a lot to love about direct mail.

You Can’t Adblock a Postcard

Many startups are targeting Millennials, an audience that has been blasted with banner ads, popups, auto-play video, and other aggressive forms of internet marketing for most of their lives. Not surprisingly, two-thirds of them use some kind of adblocker. A good direct mail piece, with targeted copy and a personalized approach, can feel almost friendly and intimate. As a result, 92% of Millennials say that direct mail has had an impact on their purchase decisions.

You’re Bypassing an Overflowing Inbox

For startups without brand-name recognition, email marketing often feels like sending a message into a big black hole. Even if you don’t end up in the spam folder, you’ve still got a lot of competition. As Harry’s CEO Pete Christman puts it, “People our age get hundreds of emails a day, but they only get ten pieces of a mail a day, if that many.”  It’s no surprise that direct mail gets opened more than unsolicited emails.

Direct Mail is the Medium for Short Attention Spans

New companies without deep inventories have made the postcard their DM tactic of choice. Think about the amount of copy and imagery you can fit on a postcard: it’s just a quick blast of information and maybe a juicy offer that can be scanned quickly, making it perfect for today’s eight-second attention spans.

It’s Still Got Amazing ROI

Startups need to make sure every penny is going to good use. Spendy social ads and iffy influencer marketing just aren’t producing the results or delivering the ROI. On the other hand, direct mail has a median ROI of 29% and a response rate of up to 5%. Because of its low price, email has a better ROI but can’t deliver all the other benefits of direct mail.

However, it’s not either/or: integrated marketers from all kinds of companies are seeing great success by combing direct mail with email marketing. Add direct mail to your digital marketing to maximize your impact and watch your response rates soar!

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