Everyone has to eat, and you have some of the best food in the area. However, how can you make sure that your potential customers know about you and what you have to offer? While there are plenty of digital marketing options available, one of the best methods is actually direct mail marketing.
These days, it seems that mailing ads to consumers has become obsolete, but when it comes to restaurants, this practice has one of the best ROIs. Even when compared to relatively inexpensive options like local SEO and social media, direct mail is still at the top spot.
So, with that in mind, we want to illustrate the benefits you can get from starting a direct mail marketing campaign, as well as share tips on how to maximize your potential.
By the Numbers: Stats on Direct Mail Marketing
Before we get into any specific strategies, we want to share some of the statistics related to direct mail. When crunching the numbers, it’s easy to see why this marketing method outshines all others.
- Roughly 40 percent of all direct mail recipients either read or scan the ad
- Fifty-four percent of consumers said that they want to receive direct mail from brands they like (or are interested in)
- In 2015, roughly 2.5 billion coupons from direct mailers were redeemed in the US
- Almost 60 percent of Americans said that they enjoy receiving mail from trusted brands
- Fifty-six percent of consumers believe that print marketing is more trustworthy than a digital ad
- On average, businesses spend about $167 per person for direct mail marketing. In return, they get about $2,095 worth of business or a 1300 percent ROI.
- Consumers can recall direct mail marketing ads 70 percent more than digital ones
- Up to 90 percent of all direct mail is opened, compared to about 20 percent of email messages
- Seventy percent of consumers said that they prefer unsolicited offers by direct mail than digital alternatives
As you can see, there is a lot of power when sending direct mail advertisements. Overall, you will have much more of an impact on your customers, and you can get a much higher ROI. Now that we can see the value of direct mail marketing, let’s dive into some of the best ways to utilize this method.
Tips for Direct Mail Marketing
Merge Physical and Digital Promotions
Although many people like receiving ads or menus in the mail, a lot of them will still want to check you out online. If you don’t have a website, then you could lose out on a chunk of potential customers.
In addition to having a viable website, you can blend a digital marketing campaign with direct mail. If you’re having a particular promotion, you can send ads out both online and in person. Not only can you cast a wider net, but you’ll encourage customers to come back to redeem multiple discounts.
That being said, as long as all of your restaurant information is on the mailer, a website isn’t 100 percent necessary. Elements to include should be – menu, address, phone number (and delivery number if different), hours, and days of operation. This way, consumers know what to expect before coming in.
Highlight Food Delivery
These days, many consumers (millennials in particular) love getting food delivered. Apps like GrubHub and UberEats has enabled many restaurants to capitalize on this trend since they don’t have to retain full-time delivery drivers.
One of the best things about direct mail is that you can customize your promotion to stick within a specific delivery area. That way, if a customer receives a postcard or coupon, he or she knows that delivery is always available. Better yet, offer a discount for first-time deliveries to encourage new leads to take advantage of the service.
Use Tracking Codes
For all of the benefits that direct mail marketing has for restaurants, one of the disadvantages is that it’s harder to track progress. With digital ads, you can see how many times they were seen and opened, and you can get additional information (like demographics and location).
That being said, you can still track your direct mail campaign. The best way to do this is to generate discount or coupon codes for each mailer. You can also segment these codes for different geographical areas. For example, most of your new business may come from a particular neighborhood.
Getting this information can help you maximize your ROI. Don’t waste time sending mailers to areas that don’t redeem coupons. Instead, focus your attention (and money) on places that take advantage of your offers.
Let Always Direct Marketing Help You
While it’s easy to understand the value of direct mail marketing, getting started can be a challenge. Fortunately, Always Direct Marketing can assist by designing your mailers, coupons, and taking care of all of the legwork involved. All you need to do is deliver excellent service to your customers, and we’ll do the rest. Contact us today to find out more.