Fitness Direct Mail Marketing
Since the 1990’s, Targeted Direct Mail has been the backbone of the fitness marketing industry. With the rise in importance of digital marketing, most fitness marketing budgets have been adjusted to greatly reduce the amount of funds dedicated to direct mail, and in some cases, health clubs have completely abandoned direct mail all together. Direct mail is considered old and outdated to some, but the most successful owner/operators in the fitness industry still understand the value of fitness direct mail and that it still serves an important role.
Much has changed in the health club direct mail industry since the days of just blindly saturating an area with mail. The ability to track the delivery of your mail and the ability to accurately report the ROI has greatly improved. Pinpoint targeting based off of demographics has greatly improved, as well as the ability to target local consumers by carrier routes, which makes affordable delivery of mailings achievable.
Direct mail has the advantage over digital marketing with higher brand recall, higher response rate, and quicker response time.
Data shows the consumers that received direct mail advertisements were able to recall them 75% of the time, compared to 44% for digital ads. I addition, direct mail has a MUCH HIGHER average response rate of .5 to 1%. Social Media, Email, and Internet Display ads only have an average response rate of .02 to .1%. Addressing response time, 79% of consumers are likely to act on direct mail immediately, versus 45% with email or digital marketing.
Most importantly, Direct mail has been shown to be far more persuasive than digital media, with it showing as much as a 20% higher motivation response rate than digital marketing. When you factor in that 100% of homeowners have a mail box, coupled with the impressive response rates of direct mail advertising, you can easily see that direct mail is STILL a very valid marketing channel for the fitness industry.