We’re in a digital age. So much so that the digital world rules our day; from the minute we are called to life by our smartphone alarms, to the minute we close our eyes and a background app is monitoring our sleep! When you really stop and think about just how integrated technology is in our daily lives… it’s terrifying! Yet it’s also completely normal and accepted.
As business owners and marketers, the digital space gives us so much opportunity that we just didn’t have 10 years ago. It gives us access to people in a completely new way and with that comes immense amounts of valuable data.
The problem is, that businesses are so focused on the next big digital move that they often neglect more traditional methods of marketing that are still, if not more, valuable today. Direct mail marketing cuts through the digital noise and stands out in a world of screens. Yes, offline mail could well direct the customer to a website or online platform, but it does so in a more authentic way.
Physical Mail Builds Trust
Once upon a time, online shopping was a risky business. People didn’t know what or who was authentic online and which businesses they could trust. Today we know that online shopping and online communications are safe and we know what to look for as consumers. The thing is, there is so much spam online and that many advertisements, emails, and websites that it’s difficult to build trust when you’re trying to reach brand new customers. Recently there have also been huge issues with social media exploiting user data, again eroding online trust. As a result, trust is actually on the decline, unless you’re a huge brand with a huge reputation. Even creating a positive brand awareness can be a challenge. This is where direct mail could really help you out.
“76% of the consumers trust direct mail when it comes to purchasing decisions,” but why is this?
Well, the answer is quite simple, people trust direct mail because they are receiving something tangible and real. It’s usually highly targeted for local businesses and it’s often much more personal. If we need to reach a dentist in New Jersey who purchased a Ford in the last six months, we can find that list. This is not so much the case with online. Even with all that data, we still can’t target users at that level of detail.
Another thing to consider is the potential for mail to hang around a while, as a reminder. Customers might keep a flyer on their counter side, on a table top or in a pile of papers to look at later. Online, when a browser, website or email is closed, so is that advertisement… until it maybe appears again, if and when it does.
It’s Lighter on the Brain
We know what you’re thinking… how can something be lighter on the brain and how can we know that? Well, a fantastic Canadian neuromarketing firm carried out a study which showed that it takes 21% less cognitive effort to process direct mail compared to digital media! They concluded that direct mail was easier to digest and easier to remember.
Online tools such as email are very good at building rapport once you have a relationship. However, because of the spam effect, they are not very effective when prospecting for new customers. In addition, search engine marketing works well when customers are looking for a product or service. However, when we want to reach out to them with a new offer, especially something they might not have otherwise considered (or didn’t even know they needed), direct mail is better at getting the job done.
Of course, we’re not saying that online advertising isn’t valuable. It 100% is a crucial part of any marketing strategy in 2019. We’re just asking you to consider older forms of marketing that still carry a lot of trust for the majority of consumers.