Many businesses are reading about new digital trends and how to embrace the digital world for the first time. Many other organizations are so accustomed to the digital space that this isn’t even needed anymore. They are no longer ‘new’ to digital marketing but well established in their approach to this. So, it’s ironic really, that here we are talking about being new to something that was happening long before the digital world even existed. The thing is, direct marketing is actually a less-crowded place for marketers to be. It’s a medium that actually converts better for marketers, compared to digital methods, when done correctly.
On that note, you might be surprised to learn these five things about direct mail marketing.
Mail is More Memorable
57% of people say they are most likely to remember a message by mail. With digital ads and promotional messages, as regular smartphone users we see so much information through our screens it’s extremely difficult to remember messages from businesses. A memorable digital message has to work 10 times harder than a direct mail message. It’s tangible, it feels more real and as a result, it’s better remembered.
Mail is Authority
Many people still prefer to receive bills and statements through the post because it gives them something physical to deal with. This connection between physical mail and authority carries over into promotional mail too. However, in the case of a branded offer, it’s a different type of authority that comes across; one of trust.
Mail Hangs Around Longer
On average, advertising mail is kept for 17 days before being disposed of. When you think about this, it’s huge for a marketer! Yes, in some cases that mail might get pushed aside and not looked at, but for others, it’s something that might sit openly on the counter side, kitchen table, pin board or even on the fridge. Compare this to a digital ad and it’s something that’s seen for a few seconds. 51% of email actually gets deleted after just two seconds. Even if a digital ad is repeatedly shown to a user, it’s not always there in the same way.
Mail Drives Digital Action
It’s a common misconception that if you require a digital action (email lead, website sale, etc,.) that direct mail will not deliver the same results as a digital funnel. 92% of people will be driven online after receiving a form of direct mail.
If you’re still skeptical about the power of direct mail and you’d like to ask some specific questions, please feel free to contact one of our team. We can guide you through every step and even look after all elements of the process; providing you with a contact list and assisting with design work for promotional postcards and more.