The Staying Power of Direct Mail Dental Marketing

Updated from our May 2022 article.

When choosing from so many advanced digital marketing tools, it may seem like direct mail postcards are old school and out of touch with today’s advertising strategies. Nothing could be further from the truth.

Direct mail marketing has always been a staple of savvy dentists and these days, it’s more popular and successful than ever for some surprising reasons.

Why Direct Mail Marketing Makes an Impression

Given how many people now receive the majority of their bills and personal business by email, there is a significant decrease in physical mail. Naturally, this means that what does arrive in the mailbox stands out that much more.

In contrast, Americans receive more than 600 emails in their inboxes each week compared to an average of 16 pieces delivered by the mail carrier. Besides being much easier and faster to delete an email – sometimes before even being read – traditional mail tends to sit around longer providing a memorable, top-of-mind opportunity. So, even if the card is tossed, it has created an impression.

Direct mail products are also generationally appealing. Older residents who use mobile phones much less than their younger counterparts often miss or ignore digital advertising efforts. And a survey by the USPS revealed that a full 87% of millennials actually love receiving direct mail!

Pricing will vary based on volume and card size, but statistics show that direct mail response rates are notably higher than digital alternatives.

Making Direct Mail Marketing Work for You

Just as with digital marketing, it’s imperative to find your target audience and avoid having your hard work and dollars end up in the trash bin. The USPS created their Every Door Direct Mail (EDDM) program to help businesses find the ideal consumer demographics or you can purchase a curated mailing list from one of the many list companies available.

Newcomers to town will need a variety of services so postcards from local businesses – like the dentist’s office – are always welcome. They’re also a great way to stay in touch with your existing patient base, reminding them of appointments, sending birthday wishes, or introducing new products and services. Be sure to create an appealing, dynamic piece that will stand out and use hooks like new patient offers or customer appreciation discounts.

How do you know if your direct mail campaign is working? While you may notice an uptick in new appointment phone calls, there are more efficient ways to track your success and ROI. RAMP suggests one or more of these traditional and modern methods:

• Train the front desk to regularly inquire how new patients found you.
• Designate a unique phone number that correlates with the direct mail campaign.
• Create a personalized landing page (PURL) to track visitors.
• Use a coupon code for special offers.
• Add a QR code to the postcard for engagement and tracking.

When you or your marketing agency measures the results, it will be easy to determine if a few new patients from one mailing offset the initial investment. But don’t stop at the mailbox. By integrating a direct mail campaign with digital or email marketing, you can boost engagement by 63%.

The marketing experts at RAMP work with dental professionals to find that perfect combination and deliver measurable results. Schedule your complimentary consultation today and let’s talk direct mail strategy.