Video direct mail can be costly compared to other mailers, but compare that to the lifetime value of a new customer, which could be in the $2,000-3,500 range
You’re likely familiar with direct mail, the mailers sent through the post office or some other mailing service and delivered conveniently to your target recipient’s mailbox. There’s also video marketing, which gives your viewing audience a glimpse of you in action. This can be clips of you treating patients at your chiropractic practice or it might involve a short video of you meeting potential clients at a local health event. One of the lesser-known options is a combination of the two. It is called video direct mail.
What is video direct mail?
Video direct mail is essentially a video-based brochure that you mail directly to a new or previous patient’s home. It’s like sending them their own personal digital billboard, albeit much smaller than the ones you see on the side of the road, which plays a message designed specifically for them.
Video direct mail comes in a variety of formats. Some look like books that, when the top cover is opened, a screen exists where you would normally find words. Others look more like thin boxes, similar to the size that an electronic tablet comes in. Again, opening the cover exposes the recipient to the video message.
Benefits of marketing with video
Data collected by InVideo reveals that today’s consumers are all about video. According to their statistics, 90% of people say that they’d like to see businesses use video more often. Additionally, the average person watches 100 minutes of online videos per day.
A survey conducted by Wyzowl further indicates that video offers a good return on investment (ROI). Around 78% of video marketers surveyed reported that using video has helped them increase their sales and 94% say that it has increased consumer understanding of their products and services.
This survey also found that 69% of consumers say they’d rather watch a short video to learn more about a business’s offering, compared to 18% who prefer text-based materials. Of those watching branded videos, 84% have been convinced to make a buy.
Video direct mail pros
Based on statistics such as these, there are a lot of pros to using direct mail and video together when planning your marketing campaign. One, you’re giving the consumer exactly what they are asking as a business provider. Two, you’re doing it in a method they prefer.
Since video improves understanding of your services, another pro is that this provides an opportunity to share the benefits of chiropractic with those who currently lack this information. You’re able to explain exactly what chiropractic is and how it works while allowing them to consume this information in the peace of their own home.
With more than 4 in 5 consumers making a buy as a result of a video they’ve watched, this also suggests that the ROI is there. Unbounce reports that the average conversion rate for a landing page in the medical services industry is 7.4%, which is much lower than the 84% conversion rate of video direct mail that was found in the Wyzowl survey.
Have you ever received video direct mail? Probably not. This reveals another pro of using this marketing method for your chiropractic practice. It gives you the ability to stand out.
Costs of using video direct mail and target audiences
One of the main disadvantages of taking the video direct mail route is that it is more expensive than other marketing options. Streamworks reports that the cost can range from $25-75 per video mailer. But compare that to the lifetime income from a new customer, which could be in the $2,000-3,500 range depending on your offerings?
If you have a limited budget, this may not be the best way to utilize your marketing dollars. Another option is to save video direct mail for specific target audiences, such as those who could benefit from a new, high-dollar service or treatment that you offer.
Video ideas for new and returning patients
If you’d like to give video direct mail a try, you may be wondering what type of messages you could send to new and previous patients.
Options to consider include:
- A meet-and-greet, where you and your staff say hello and welcome the new or returning patient into — or back into — your practice
- A sample of products you sell in your office, as well as how to best use them
- An explanation of a new service that you provide (how it works, its benefits, who it can help, etc.)
- Tips for how to avoid pain in the back, neck, and shoulder area
- If you’re a sports chiropractor, you could send a video of stretches that can help prevent a specific sports-related injury
Monitor your metrics when using video direct mail
Using video direct mail enables you to collect data, both about the campaign and the mailer recipient. Depending on the company you use, you could have access to important information such as open rates, how long the person watched the video (and how many times), the time of day the video was viewed, and more.
This data helps you better understand your target audience and the best times to reach out to them with other types of marketing, such as when using social media ads or sending emails. In this way, video direct mail is one step ahead of sending a simple brochure or postcard. It not only makes it possible to reach your patients at home, but it also provides feedback you can use to bolster all of your marketing efforts.