Choosing the correct marketing channels is essential for success in the ever-changing industries of outdoor hospitality and travel. While digital marketing has grown, print mail remains a topic of debate due to its higher costs. Can you really achieve a positive ROAS with such an expensive channel? This article dives into industry standards, cost considerations, and strategic insights to help you determine if print mail aligns with your campground marketing strategies.
Industry Standards on Marketing Budgets
Allocating an appropriate marketing budget is foundational for effective outreach. In the travel and tourism sector, approximately 44% of companies invest between $1,000 and over $10,000 monthly on marketing efforts. A common benchmark suggests dedicating about 11% of total revenue to marketing, with a significant portion directed towards digital channels.
Print Mail Costs in Marketing Budgets
Despite the digital shift, print mail holds a tangible value in marketing strategies. Businesses often allocate between 10% to 30% of their marketing budgets to print materials, depending on their specific industry and strategy. The costs associated with print mail can vary widely:
- Printing Costs: Range from $0.05 to $2.00 per piece, influenced by factors such as material quality and design complexity.
- Mailing Expenses: Utilizing services like USPS Marketing Mail®, sending 500 letters can cost approximately $800, encompassing design, printing, and mailing.
Determining if Print Mail is Right for Your Business
Consider the following factors to assess the suitability of print mail for your business:
- Budget Size: Ensure your marketing budget can accommodate the higher costs of print mail without compromising other essential channels.
- Company Size and Reach: Larger companies with extensive customer bases may find print mail more feasible, while smaller businesses should weigh the return on investment carefully.
- Mailing List Quality: A well-curated, targeted mailing list enhances the effectiveness of print campaigns, leading to better engagement and conversion rates.
Choosing the Right Type of Print Mail
Selecting the appropriate format is vital for campaign success:
- Postcards: Ideal for brief messages and promotions, postcards are cost-effective and have high visibility since they don’t require opening.
- Brochures: Suitable for detailed information about services or products, offering ample space for storytelling and visuals.
- Letters in Envelopes: Provide a personalized touch, often used for formal communications or exclusive offers.
Must-Have Elements in Print Mail Assets
To maximize impact, include the following in your print materials:
- QR Codes: Bridge the gap between print and digital by directing recipients to your website or promotional pages, facilitating easy access to more information.
- Special Promotions or Giveaways: Incentivize engagement by offering discounts or exclusive deals, encouraging recipients to take immediate action.
- Clear Call-to-Action (CTA): Guide recipients on the next steps, whether it’s visiting a website, calling a number, or redeeming an offer.
Metrics to Analyze Performance
Evaluating the success of your print mail campaigns is essential:
- Response Rate: Measure the percentage of recipients who take the desired action, providing insight into the campaign’s effectiveness.
- Conversion Rate: Assess how many of those responses lead to actual sales or bookings.
- QR Code Scans: Track the number of scans to gauge engagement levels and digital interaction stemming from the print material.
- Return on Investment (ROI): Calculate the revenue generated relative to the campaign’s cost to determine overall profitability.
Case Study: 2025 Camp-Resort Guides
After evaluating our campground’s goals and solidifying marketing budgets, we decided to send Camp-Resort guides to previous campers. Each guide consisted of key information about the campground, including new attractions, accommodations, deal highlights, and more. The guides included various CTAs, with an emphasis on website visits through QR codes.
The results? Although print mail had a heavy price tag upfront, our Camp-Resorts saw positive performance with this campground marketing strategy! We saw a 5.40 average ROAS, with one campground seeing an all-time high of 29 ROAS! We tracked return on ad spend through the use of promo codes – exclusive only to those who received a Camp-Resort Guide. This showcased that customers are willing to take the next step, whether it be a website visit or reservation booking, if they are provided the information important to them.
In conclusion, while print mail involves higher costs, its tangible nature and potential for high engagement can make it a valuable component of your marketing strategy when aligned with your business goals and budget. For more insights and to explore how a third-party campground management company can enhance your marketing efforts, visit our website and follow Northgate Resorts on LinkedIn and Facebook! Stay informed and discover why partnering with experts like us is a worthwhile investment in achieving your marketing objectives.