Has the advancement of email campaigns and the age of social media sounded the death knell for physical direct marketing?
Direct mail is still relevant. In fact, it’s arguably much more relevant today than it has been for ten years. Although digital technology is advancing at an incredible pace, direct mail marketing is enhancing many online campaigns and continuing to develop.
To put it into perspective, direct mail marketing responses were categorised along with email, telephone and catalogue response rates, as part of this direct mail survey on the Approved Index. Direct mail responses came second only to telephone, demonstrating how successful direct mail campaigns are today.
There are many direct mail marketing advantages, but we’ve narrowed it down to the top reasons of why direct mail still works and will continue to do so for many years.
One of the benefits of direct mail marketing is that it is tangible; you can touch the campaign. While we live in a world where all information and ads are available at our fingertips, you can’t quite beat the ability to hold your direct mail. It adds the personal touch and increases the response rate, and is the only marketing campaign that allows you to place your message, or services, directly into your target audience’s hands.
We all look forward to seeing what we have received through the post, even if it is ‘junk mail,’ and this exact feeling is what improves responses. Even if your consumers give your direct mail campaign a cursory glance; they have seen your services and brand.
Similar to the ‘why does direct mail work’ question, ‘direct mail vs. email advertising’ is another huge argument in the world of direct marketing. The average person receives huge numbers of junk emails per day, and your campaign could get lost in the sea of emails. In fact, we get so many emails that we could not possibly go through them all, leaving your efforts wasted. However, you can guarantee your targeted consumer will, at the very least, pick up your direct mail marketing campaign, leaving your business fresh in their mind.
One of the greatest reasons for why direct mail still works and will continue with the rise of social media and junk emails is that it is hyper-personalised. Direct mail marketing allows you to address your audience by name and personalise your message towards them. Any post addressed directly to you peaks your curiosity, and it’s the same for your direct mail marketing campaign.
The key to a successful direct mail campaign is a combination of data, personalisation and design. A well designed and personalised campaign will have a higher chance of ‘cutting through’ the clutter than a generic – to the owner – campaign would.
Social media and almost all websites are awash with overwhelming ads and competing messages. You cannot go online or check your social media without seeing pop up ads, which 72% of users brand ‘annoying.’ This is where direct mail marketing is clever, as it takes you away from the chaotic online world. If there’s a piece of direct mail that’s relevant to you and piques your interest, you might even settle down for five minutes to read the direct mail marketing delivered to your door.
There are so many online ads today that we often suffer from what’s called ‘banner blindness’. Once our brains learn where particular ads appear, we start to disregard them and turn our mind off to them. Direct mail does not suffer from this, as it exists in the offline world.
At WDM, we offer a variety of direct mail services, including personalised direct mail marketing services. Get in touch with one of our team today to discuss your campaign options.
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Categories: MailNews & Insight
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