Somewhere in your direct mail pipeline right now, there’s a marketer who’s interested … but hesitant. Maybe they’ve heard that mail is too expensive, or they had a campaign flop a few years back. Or maybe they’ve never been given a compelling reason to stop spending every dollar on digital.
Fortunately, the data has never been more in your favor. Here are five objections you’ll hear and how to answer each one with confidence.
1 | ‘Direct mail costs too much.’
Sometimes a marketer is comparing cost-per-piece to cost-per-click, which is comparing apples and oranges. Redirect the conversation to ROI. According to the “2025 ANA/DMA Response Rate Report,” direct mail to house lists delivers an average 161% ROI, which is the highest of any paid marketing channel. When you’re spending less per response and converting at a higher rate, the math changes entirely.
Be careful and don’t pretend budget constraints aren’t real. Qualify the opportunity first. For a marketer running thin-margin, high-volume promotions, digital may genuinely be the better fit. Your credibility is worth more than one campaign.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
