Of all the forms of advertising — incl. broadcast media, outdoor, print and digital marketing — direct mail is the only one where consumers physically interact with your message. While they often ignore commercials, billboards, email and online ads, they can't help but touch and look at what comes in their home or business mailbox.
In this complicated world of communications, here are six other reasons why direct mail is still important today.
It’s Personable
When a mailer includes the customer’s name and specific needs, the message has far greater impact. Simple, personal touches show how your business understands them and how their needs can be met by your business.
Tangible
An intriguing direct mail piece will be given extra time and attention. According to the USPS Household Diary Study, 42% of recipients read and scan direct mail pieces. Even a short contact creates a lasting positive impression with the customer. This percentage of readership is much better than digital ads, which average a 0.14% click-through rate. Because customers are able to physically hold your message, a business-to-consumer connection is created, that cannot be replicated by online advertisements.
Get creative! Mailers can be custom designed in different shapes, sizes and colors to get your customers interested and emotionally involved with your business and products. No longer are your messages restricted to a rectangular shape. Custom shapes help get more interaction, while further emphasizing your message.
Brand Awareness
With digital ads popping up on every webpage, it can be difficult to capture a customer’s attention. Mailers, on the other hand, are distraction-free. Direct door mailers can be sent out to a target audience knowing there will be less fight for the customer’s attention. In addition, according to the Direct Marketing Association, 79% of consumers report opening all their postal mail, including junk mail.
Targeted
Reaching your target audience is crucial. You can create a highly targeted list of prospects at a relatively low cost with direct mail. Thanks to research and USPS, you can target your audience based on behaviors, demographics, geography and much more. This helps make sure the mailer is sent to the right people.
Not only are businesses able to choose who the message is sent to, but also when the message will be sent. The result? Saving money without wasted circulation, as the targeted individuals are more likely to respond to what you have to offer.
Metrics
With direct mail comes the ability to track data to determine the success of the campaign. QR codes, coupons, or custom webpages can be printed directly on the mail pieces. By tracking the number of coupons that were redeemed, counting the visits to the custom webpage or tallying how many times the QR code was used, the success of the direct mail piece can be determined. With all of this data available, businesses can determine where improvements can be made in order to increase success in future advertising campaigns.
Integration
Direct door mailers can easily be paired with other forms of advertisements. By integrating them with online advertisements, commercials and social media, an effective campaign can be created and tracked. When integrated with these other media channels, direct mail better reaches the target audience and provides more data about the campaign.
Direct mail connects the digital and physical world, creating a strong brand experience. For consumers, direct mail is more personable by allowing them to hold the business’ message. For businesses, direct mailers are a great way to spread your message while tracking the success of the campaign. Contact one of the marketing specialists at
AlphaGraphics Lake Mary today so we can help you integrate direct mail into your next marketing campaign.
This article was written and provided courtesy of AlphaGraphics US615 in Lehi, UT.