The Power of Direct Mail Remains Strong: 4 Benefits of Direct Mail
It’s time to dust off the packs of printer paper, because direct mail is making a comeback. When seamlessly integrated with modern digital marketing techniques, direct mail is still an incredibly useful tool.
Digital marketing has made vast strides in this digital era. From social media to mailing lists, marketing has become more convenient – and cheaper – than ever.
However, using print marketing alongside digital marketing can prove more effective than digital alone.
Here’s how:
Direct mail gets up close…
The tangibility of direct mail has a huge advantage over email. While emails can get pushed beneath the fold in a matter of minutes, mail stays in a home for the long haul. A study by Epsilon shows 77 percent of people sift through their mail as soon as they get it and that an overwhelming 98 percent of people check their mail daily. When you personally hand your customers that coupon or QR code through mail, you are handing them the torch so that they can take the next step in supporting your business.
…and personal.
This mail quite literally places you directly in a customer’s life. By using names and addresses, and creative vessels like postcards and QR codes, mail offers that personal touch that people adore. According the US Postal Service, 67 percent of people feel that mail is more personal than the internet. Direct mail is more likely to engage customers by addressing their personal needs and wants. Many beauty companies introduce their brand or product by sending free peel off samples of perfume or make up, as well as scratch off special offers and scents.
Direct mail reaches those in charge
Direct mail can take you a long away – and in some cases, all the way to the top. A witty subject line simply isn’t enough to separate yourself from the hundreds of other email in a manager’s inbox. The flashier the mail is, the better. That way, it’s bound to get past its gatekeeper and work its way up to the top. An eye-catching postcard is worth a double take, not a black and white email.
Direct mail is more engaging
With a response rate of 3.7 percent, mail stands tall in comparison to email’s 0.6 percent. This doesn’t mean ditch your computer and invest in a typewriter – this means is that direct mail is an ideal way to boost both your services and online presence. Nearly 66 percent of people have bought something because of direct mail. By including your company’s URL and other links on direct mail, your website is bound to develop some traction. Another way to watch your response rate skyrocket is through the use of PURLs (personalized URLs). By attaching a personalized URL to a personalized mailer, you’re pulling up a front-row seat to see how much your customers are actually engaging in your content.
So although print marketing may seem outdated, it is far from that. The digital age has revolutionized how customers interact with their messages, including direct mail. By incorporating direct mail with social media and email, customers will hear your messages loud and clear.
