Is Direct Mail Dead?
With the digital era taking over our everyday lives many think that mailing postcards and flyers no longer has a purpose when it comes to marketing your business. If you are one of those disbelievers then it’s time to rethink your marketing strategy and what direct mail can do for your business.
Direct Mail is Alive
Reaching potential customers through their mailbox has just as much value as reaching them in their inbox. In fact, 42 percent of direct mail recipients either read or scan the mail they get. Don’t get us wrong, email still has value but with so much noise online many people either mark their emails as spam or send it straight to their trash bin. Showcasing a beautiful piece of mailer can catch someone’s eye amongst the bills and love notes when done right, intriguing them to learn more about what you have to offer. Seventy-three percent of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
Benefits of Direct Mail
A huge advantage of using direct mail in marketing is that it is highly targeted to reach your key audience through the purchase of mailing lists of potential customers. It is also highly measurable by including a unique coupon code with a special offer that perks the potential customer’s interest, therefore, making it easy to track the campaign’s success. Personalizing the mailer also builds a stronger connection between the brand and the consumer. According to the U.S. postal service, as many as 55 percent of people are eager to read their mail. It’s like getting a surprise gift in their mailbox!
Future of Direct Mail
The first documented use of direct mail marketing can be dated back to 1000 BC in ancient Egypt when a landowner wrote an advertisement on papyrus by offering a payment of gold in exchange for one of his runaway slaves. That’s over 3,000 years ago and it is still very much in need today. With the help of technology, marketers can use behavioral data from other channels to deliver direct mail communications. This integration is key for maximum success.
Are you looking to start your next direct mail marketing campaign? Connect with your friends at Image Cube and let us show you what direct mail can do for your business!