Remember when we were all beside ourselves with excitement every time we got an email?
And when we subsequently shunned snail mail and deemed it an embarrassing relic of the past?
Well, guess what? You still get mail in the mailbox. You still look at that mail. It still makes an impact. Which means it’s still a great way to market.
Research shows we are embracing traditional mail more than the previous two decades, perhaps in an attempt to escape the virtual inboxes we can check anytime, anywhere. If you feel a little claustrophobic right now, you’re not alone: Some reports claim the average office worker receives 121 emails a day.
There’s good news here, though, particularly if you’re looking to improve your customer reach as a business owner or product marketer. We’re not saying you should abandon your digital marketing and email campaign (please, do not do that), but there’s a great opportunity to diversify your marketing using a mix of traditional and new mediums.
For example, direct mail, is a great way to extend your reach. Here are ten reasons why.
#1 Direct mail advertising is ideal for existing customers.
As channel marketing experts DMN point out, “Direct mail response rate among existing customers is 3.4 percent — more than 28 times the 0.12 percent for email.”
#2 People like getting snail mail.
When was the last time you received a letter or card in the “real” mail from a friend or a loved one? How excited were you about it? These personal touches are becoming far more appreciated than they were when digital started taking over our collective consciousness.
#3 Direct mail marketing is trusted.
Similar to how we explained the value of print advertising in our blog post, “The 10 best reasons print advertising can boost your company’s success,” consumers tend to trust printed direct mail pieces more than digital ads, like pop-ups and sponsored content.
#4 The call to action goes directly to your website or a unique landing page.
People take a little more time when they look through their mail, so take advantage of their attention. While you still want to keep the messaging simple, give them a call to action – a real reason – to visit your website or landing page. A discount, coupon or referral incentive are a few examples.
#5 Direct mail can be incredibly creative.
Lucid Press recently wrote an article showcasing some of the best direct mail pieces of 2018.
From chopstick pencils to unique folding technique, direct mail is interactive in a creative and tangible way. While not everyone can afford to send such unique mailers, it never hurts to ask a trusted marketing partner (like us) for guidance, suggestions and price points on how to make your direct mail piece stand out from the crowd.
#6 Young people are opening and responding to snail mail.
Whether they consider it a novelty to receive mail in the actual mailbox, or there’s a genuine surge in direct mail response rates, younger audiences are tuning in. In fact, the Postal Regulatory Commission reported that response rates doubled between the years of 2014 to 2016 for Americans age 18 to 21.
#7 73% of households either read or scan advertising mail received.
According to the Postal Regulatory Commission, “In 2016, 52% of households read their advertising mail, while an additional 21% scanned their mail.”
#8 You tap into a market of consumers who are soaked in digital messages.
According to Forbes, “Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.” Direct mail allows you to grab your target audience’s attention one piece at a time.
#9 Direct mail lasts longer.
Just like magazines and other periodicals, direct mailers physically last a little longer than digital ads, thus allowing for repeat exposure to your brand and message, especially if you’re offering a coupon, rebate, promoting a special date or sale period.
#10 Boost your customer conversions.
Higher conversion rates are possible when you add direct mail to your overall marketing strategy. According to Compu-Mail, companies that integrate direct mail into their digital campaigns see a 28% higher conversion rate. It’s likely that if you add a call to action, like “visit us at www.yourcompany.com,” you’ll also see a boost in traffic to your website, which also means a higher conversion rate (and equates to more potential customers and sales).
As you can tell, we’re energized by the multitude of mediums at your fingertips these days. A lot of experts call the new marketing world “omnichannel,” but we call it smart communications strategy. After reading this, we hope you understand direct mail and other traditional advertising as credible and useful tools to keep in your marketing toolbox.