Exploring the Benefits of Direct Mail in Your Marketing Campaigns
Most marketing enthusiasts have heard about direct mail, however, since they are glued to digital tools, they do not think that it’s a good idea to try it out, which is a huge mistake. Why is that?
Well, that’s because it has managed to “survive” the influx of various digital marketing platforms and stay as relevant as ever, which can be hard to accomplish in a world where so many people employ the internet and all its features.
It just goes to show how resilient, and, above everything, effective direct mail is, hence if you haven’t considered it in the past, then maybe the facts will encourage you to give it a chance. So let’s see why it is so essential!
People Are Actually Interested In The Things They Receive Through Direct Mail
When you receive a huge virtual pile in your inbox, you can easily delete these things if they do not pique your interest or you simply do not find them useful. On the other hand, when you see a huge stack of mail, it’s highly unlikely that you’ll toss all that away without even opening it.
That’s because direct mail is able to tickle your fancy with its interesting and engaging design, and even if you do not want to open it, it seems as if there’s an invisible force that’s encouraging you to do so.
Of course, not literally, but the point is that there’s something appealing about it, which is one of the biggest reasons why companies love it and why so many recipients actually open it. According to the statistics, almost fifty percent of people (ages between 45 and 55) open and read their mail, which is incredible.
This is definitely very encouraging for marketers because they’ll know that there’s a very high chance of success if they add direct mail to their marketing campaign.
That Sense Of Tangibility
The sensation a person has when they receive direct mail can never be replicated by the emails they receive. This refers also to the comprehensive bulk direct mail, which has become very widespread in various contemporary marketing campaigns. When your customer holds the mail they receive, they do not perceive it as anything but a plain piece of paper.
The entire process of unwrapping it (knowing that it’s intended for them) makes them feel very thrilled. This type of physical connection and interaction they have with it is something they will never be able to experience with digital forms of mail.
Precisely this personal touch is going to take their overall experience to the next level and make it very memorable. Most people are aware of the fact that when a particular brand sends an email, they do not need more than a few minutes (tops) to do so.
On the flip side, creating and sending direct mail takes a lot more time, and dedication, indicating that a sender invested genuine effort into this, which will make the recipient appreciate them much more.
To some of you, this is just another piece of paper, but don’t forget that, after all, it does reflect the integrity of the company that sent it.
Memorable Personalization
Sometimes, it seems as if the personalization is completely lost, or that it is practically non-existent and that’s all because so many firms are focusing solely on the profit that they have totally forgotten how valuable personalization is.
And that’s something your customers will get with direct mail, which isn’t possible with digital marketing tools. What makes personalization so special? Namely, it is a perfect way to connect with your prospective clients and build rapport with them.
When you connect with them on a deeper, more meaningful level, they will feel a lot more appreciated and valued because they’ll know that you are trying to give them something that’s going to align with their needs and preferences.
Personalization is super flexible and is able to take various forms in direct advertising campaigns. For instance, you can leverage data printing to craft authentic mailers for every single consumer.
This cutting-edge solution enables you to customize text, pictures, and your offers based on the purchase history and taste of the recipient. It’s safe to say that personalization is a great idea for any market that hasn’t been very successful with their previous direct mail marketing campaigns.
With it, you will effectively reach your target audience, and build powerful relationships with them, which will definitely positively influence the success of your business.
A Direct Mail Has Awesome Response Rates!
In comparison to digital mail, direct mail has much better response rates. According to the statistics, the average response rate of direct mail is around 5,3%, while it is 2,9% with digital mail.
That’s precisely why so many brands nowadays, resort to it whenever they want to reach their consumers faster and in a more effective manner. Now, you are probably wondering why is this the situation.
What you need to understand is that a vast majority of people are consistently on their devices, starting from their smartphones to laptops, etc. They spend so much time online that once they receive an email, they probably won’t even look at it because there are far more interesting things to see in the online world.
Plus, not to mention the fact that their attention span has become extremely short, which means that they do not have the patience to go through the email’s content. In contrast, the situation with physical mail is slightly different, because it requires physical action, like opening the envelope in order to see what’s inside.
Even if they think that they won’t encounter anything special in it, they still won’t be able to resist the temptation to open it. Therefore, if you are yearning to have phenomenal response rates, then you should definitely integrate direct mail into your advertising campaign.
Although there’s no denying that digital marketing is very popular, as you can see, direct mail comes with numerous advantages that cannot be found anywhere else, hence it’s always a smart idea to include it into your marketing campaign.
