Understanding the Cost of Direct Mail Marketing: Factors to Consider

Imagine what you can achieve when you have no issue getting your brand in front of the right audience. Not only could you take your performance to the next level, but you'll avoid becoming one of the 20% of small businesses that fail in the first year.

While there's no shortage of factors that contribute to your marketing strategy, using direct mail marketing is one of the most important to consider. This can provide a substantial return on investment and help you target the appropriate demographic.

However, not everyone understands the direct mail cost. Let's explore the key information you should keep in mind about the factors that contribute.

Campaign Quantity

It shouldn't come as a surprise that campaign volume has a large impact on the price you will pay. To clarify, consider the cost difference between sending 50 mailers vs sending 5,000.

However, it's worth noting that your price per unit will lower as your total volume increases. This makes it more practical to send more mailers than initially planned if you only intend to send a small batch.

To clarify, sending 20 mailers could be almost as expensive as sending 60 depending on printing costs. You might as well send 60 in this scenario.

Postage Prices

There are various price points to choose from regarding postage. Using First-Class Mail provides short, consistent delivery times, but it's more costly. Standard Mail will take longer to reach its destination but can help you save money.

The best choice for your situation is contingent upon how it impacts your customer satisfaction. For example, your audience might be less likely to take the intended action if there is too much of a gap between your mailers during your campaign.

Your Target Demographic

Some demographics are more difficult to reach than others. For instance, college students tend to neglect getting their mail and may take days or even weeks to look through the mail they receive.

Elderly individuals, on the other hand, are generally more attentive. If you're targeting a local demographic, it's best to use USPS' Every Door Direct Mail.

This allows you to quickly get in touch with nearby customers and take your performance to new heights. The Every Door Direct Mail cost will differ compared to traditional campaigns, though. Factors that influence USPS Every Door Direct Mail costs include the number of households you target and the type of mailing you choose.

Mailer Size

Larger mailers will be more expensive to send. It's important to keep this in mind so you can avoid financial surprises. The last thing you want is to discover your campaign costs far more than anticipated due to mailer size.

Design Costs

Complex designs will cost more to implement than something simple. You also need to consider whether you're outsourcing your direct mail designs or creating them in-house.

In general, outsourcing will be the cheaper option, but communication can be more difficult in these circumstances. You also won't have as much oversight regarding how they work on the design.

Paper/Material Used

As you might expect, using expensive materials can substantially influence the total cost of your campaign. It's best to work with a provider who offers a wide range of material options.

Otherwise, you'll be locked into a price point that may not be ideal. Situations like these can make it more difficult for small businesses to generate the results they need.

The Professional You Hire

Working with a marketing professional is essential for getting the best results. However, the price you pay will vary substantially from one firm to the next. 

It's best to avoid the cheapest options you encounter, as these are likely to fall short of your goals. You don't need to spend as much money as possible, though.

There's a point of diminishing returns regarding what you budget. Try to look for someone in the middle of the industry's price range. This can help you handle your project without overspending.

Finding a Professional

Not all marketing professionals are created equal, and it's essential to do your due diligence when searching for potential solutions. Check their past reputation to see what other people have to say about the results they got. There should be no shortage of positive feedback.

However, it's important to keep an eye out for fake reviews. These are often posted in batches and contain many similar keywords.

Do they seem enthusiastic about your product? This attribute goes a long way toward getting the outcome you desire. You can assess their enthusiasm by paying attention to the questions they ask.

Ideally, they'll want to learn as much as possible about your business. If they seem disinterested, continue your search elsewhere. What is their pricing structure?

You tend to get what you pay for when hiring direct mail marketing services, and it's not recommended to choose the cheapest options you encounter. You don't need to spend as much money as possible, though.

There's a point of diminishing returns regarding how much you budget for. Instead, look for companies in the middle of the industry's price range.

This will help you meet your needs without overspending. Many marketing firms have tiered levels of service, as well.

You can choose which one is most appropriate for your business so you don't spend money on services you don't use. With enough vigilance, you can find the right marketing firm for your needs.

Don't Overlook Direct Mail Cost

The information in this guide will help you understand direct mail cost and adjust your budget accordingly. From here, you'll have no trouble taking your performance to new heights and avoiding issues you may have otherwise dealt with. Just be sure you research the professional you hire.

Taradel is an all-in-one marketing platform that helps you reach your target audience through direct mail, Google ads, and much more. We're trusted by over 20,000 businesses and have been featured on platforms like Fox News, American Express, and Inc. You can learn more about the benefits we provide when you schedule a call with us today.