With the advent of social media and digital marketing strategies garnering the attention of marketing teams, it easy to discount the still strong power of Direct Mail as part of your marketing strategy…but not so fast! We are confident that direct mail still belongs in your marketing plan and here are our top 5 reasons why:
1. Direct mail WILL be handled by your recipient. While email is fast, nimble and easily tracked through metrics, it must be OPENED first to benefit your business in any significant way. Enterprise systems prevent some mail from ever arriving to its destination, and even personal email spam filters are increasingly robust. Likewise, savvy email users have tools like unroll.me to keep email subscriptions from ever hitting their inbox at all.
If your message even makes it into a consumer’s inbox, they may not open it either in fear that is contains a virus or because they have too much email to sort through. Instant delete. And why shouldn’t they? Since they are not familiar with the sender, it is the least important communication in their inbox. When used alone, email often fails.
However, direct mail must be touched. It must be handled. A great piece that has the right graphic design will get your customers’ attention. The right message, be it in a letter, postcard, flat or otherwise, can encourage your customer to answer your call to action.
2. Direct mail appeals to multiple senses. Your customers all like to receive information in various ways. When they handle your piece of direct mail they must touch it, see your design and your message, hear the tear of the envelope or slide their finger under the tab to get to the message. Textures, stickers and scratch offs can also be used to increase this experience. Try getting email to do all of that!
3. Direct mail should be a part of your integrated marketing strategy. It is no secret that it takes multiple points of contact to deliver a message to your consumer. Physical and digital advertisements, social media efforts, direct mail, and a FOLLOW UP email campaign supporting the actual mail piece(s) collectively create warm leads for your sales team or primed customers ready to make a purchase.
Yet the call to action does not always have to ask for the sale. Using direct mail to ask your audience to like your Facebook page, sign up for an offer, or any other request for engagement brings your consumer closer to your brand and opens up new, continued channels of communication. A unified campaign is by far the most powerful.
4. Direct mail can focus on customers who are in your geographic location. In fact, with our exclusive drive time technology, we can even help put together a mailing list based on who in your area is most likely to drive to your location. Digital marketing often falls short when it comes to pinpointing location for marketers, while trategic geographic mailings can greatly increase your foot traffic.
5. Statistics prove that direct mail is still relevant. In 2013 65 percent of consumers of all ages have made a purchase because of direct mail, according to the Direct Mail Association (DMA) Factbook for 2013.
The USPS "Household Diary Study" in 2012 revealed that in 2011 67.2 percent of U.S. households read, looked at, or set aside for later reading, larger than letter-size envelope mail; and 54.5 percent did the same for their letter-sized enveloped direct mail pieces.
Compare those statistics to your last email campaign’s response rates!
What’s more, the direct mail marketing spend in the U.S. held steady at $45.2 billion between 2011 and 2012. It stood at $43.8 billion in 2009, according to the Winterberry Group, 2013.
In other words, with this increase in spending, it’s safe to say your competition is likely using direct mail as part of their integrated marketing campaign. So the question is, can you afford not to?
As you can see, direct mail still belongs in your marketing plan. Fortunately, when working with American Mail and Insert you have experts leveraging years of experience and cutting edge strategies to help you get the most out of your direct mail budget. Contact us today to find out how we can help you incorporate direct mail into your marketing strategy to achieve your customer engagement and revenue goals!