E-Mail? No. Direct Mail!

Posted: August 18, 2016 by Brendan McNulty

Sure, the world around us seems to become more and more digital every day, with eyes being glued to computers, tablets, and smartphones for hours upon end. So it seems natural that advertising budgets should shift to where presumably more eyes are looking, but statistics show that you shouldn't be pulling all of your money from your print advertising budget at all.

Services like Direct Mail continue to produce an excellent ROI for businesses that use it, and because of this, Direct Mail spending grew 2.7% in 2014, exceeding expectations, with 82% of marketers who previously used Direct Mail saying they expect their usage to stay the same or grow. What makes these businesses so attracted to Direct Mail advertising? Consumers still REALLY like getting mail. Almost two times as many US adults react positively to receiving mail than negatively, while 67% of adults feel that physical mail is more personal than electronic mail. Think about it, when was the last time you got excited waiting for something to show up in your mailbox, as opposed to getting excited waiting for an e-mail?

 

The key to achieving success in Direct Mail marketing is personalization. The vast majority of Americans say that physical mail is more personal than the internet, and personalized print media has a more powerful presence than personalized e-mail, as the perception is that it takes more work to personalize physical mail. But make sure you get the information correct! Nearly half of consumers stated that they think poorly of a brand who sends them mail, but gets their name wrong in the mailer.

If you want to find a way to connect your Direct Mail campaign with a digital campaign you are running, that's simple too. Adding a simple QR code or NFC technology allows you to create a bridge from your Direct Mailer directly to your online presence, and a whole new wealth of information for consumers.

In a digital world, people will quickly read, and just as quickly delete marketing e-mails sent their way, but physical mailers hang around, and 48% of consumers hang onto direct mailers for future reference.  Make sure a portion of your advertising budget goes towards a media form that reaches consumers, AND they hold into, instead of instantly trashing.



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