Direct mail may seem outdated with the latest marketing technologies taking over the internet. You might even doubt if direct mail has a place in the market anymore.
But the truth is that direct mail is not dead. Despite the fact that direct mail may appear like an outdated type of advertising, it really generates more responses from customers than any other marketing strategy, including online ads and email.
Here’s how using direct mailing services can be a game-changer for your marketing strategy!
The response rate, also known as engagement, is one of the most crucial performance indicators for any marketing campaign. Over the past few years, direct mail engagement rates have been steadily increasing, reigniting interest in employing this technology to generate business interest.
Personalization attracts attention. The good news is that technology now makes it possible for marketers to customize mail based on a variety of factors, including name, gender, past purchases, stage in the sales cycle, location, and more. Based on targeted lists, messages can be tailored with style, images, content, authorized phone numbers, and customized landing page addresses.
Direct mail gives its recipients a tangible experience. A mail drop can be used to appeal to all five senses: touch, taste, audio, smell, and sight. Digital, on the other hand, is strictly limited to sight and touch.
This gives you access to three more sensory responses to use to sway the decisions of potential customers. The only way to create a really multi-sensory experience other than face-to-face sales is to use all five senses at once.
Direct mail is connected with better trust and authenticity, whereas consumer mistrust of the online market is rising. It goes without saying that mail requires more time and effort to prepare and that it conveys messages that are more deliberate and thoughtful than fast emails.
This immediately establishes a positive rapport with your audience, which personalization can then build upon.
You might not always be able to get in touch with your audience when they are in need of your goods or services. However, when asked, 60% of individuals stated that direct mail helps them remember the sender’s information. Readers can be affected by mail in a way that makes it easy for the message to be remembered later. Your target clients will remember the message you sent if you take the time to create a unique piece of direct mail.
Even though direct mail is often executed offline, modern marketing strategies can nevertheless incorporate it with web analytics and digital marketing campaigns. The value of direct mail marketing may increase as a result, and you may also gain insights that help your offline and online marketing efforts.
According to leading marketing influencer Neil Patel, direct mail can employ specific phone numbers, specific website landing pages, online promotional offers, and other methods to send customers online in a trackable way.
Direct mail is still very much in use and still generates a positive return on investment. Now is the perfect moment to benefit from what direct mail can provide your business because online marketing is already oversaturated.