Travis Russell on The Benefits of Targeted Mailers

April, 2025 EP. 014

Posted on 4/10/2025 by WEO Media

Print and mail advertising is not obsolete and can still provide a high return on investment. Direct mail has a better percentage of return than any other marketing source. People look forward to receiving mail and spend about 20 minutes reading it. Direct mail creates a personal connection and ties emotion to the advertising. It works best when combined with digital marketing. Graphic design is essential for effective direct mail campaigns. The budget for a direct mail campaign can vary depending on the size and targeting, but a typical budget for 5,000 mailers is around $2,000. Targeted mailers may have a higher return but come at a slightly higher cost. In this conversation, Joseph and Travis discuss the effectiveness of direct mail marketing for dental practices. Travis, who has 18 years of experience in direct mail marketing for dentists, shares his insights and strategies. They discuss the importance of targeting the right audience, creating compelling designs, and tracking the effectiveness of direct mail campaigns. They also touch on the integration of digital marketing with direct mail, such as retargeting through social media. Overall, they emphasize the value of direct mail in building brand recognition and generating new patients for dental practices.

Takeaways

•	Direct mail has a higher return on investment than other marketing sources.
•	People look forward to receiving mail and spend time reading it.
•	Combining direct mail with digital marketing is the most effective strategy.
•	Graphic design is important for creating impactful direct mail campaigns.
•	The budget for a direct mail campaign can vary depending on size and targeting.
•	Targeted mailers may have a higher return but come at a slightly higher cost. Direct mail marketing can be an effective strategy for dental practices to generate new patients.
•	Targeting the right audience and creating compelling designs are key factors in the success of direct mail campaigns.
•	Tracking the effectiveness of direct mail can be challenging, but using call tracking numbers and recording phone calls can provide valuable insights.
•	Integrating digital marketing with direct mail, such as retargeting through social media, can enhance the effectiveness of the campaigns.
•	Direct mail offers the advantages of tangibility, credibility, and reduced digital fatigue, which can lead to higher engagement and recall rates.
•	Building an emotional connection through well-designed graphic ads can make a significant impact on patient response.
•	Partnerships and collaborations between dental practices and direct mail marketing professionals can lead to successful campaigns and improved brand recognition.

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WEO Media helps dentists across the country acquire new patients, reactivate past patients, and better communicate with existing patients. Our approach is unique in the dental industry. We work with you to understand the specific needs, goals, and budget of your practice and create a proposal that is specific to your unique situation.

+400%

Increase in website traffic.

+500%

Increase in phone calls.

$125

Patient acquisition cost.

20-30

New patients per month from SEO & PPC.

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