Print isn’t Dead: Benefits of Direct Mail Marketing

Print isn't Dead: Benefits of Direct Mail Marketing
Handwritten letters increase response rates.

It is true; mail volume is decreasing. It reached its peak in 2006 at 216 billion. It’s dropped every year since and in 2018 it was 146.4 billion. This is actually great news for you and your mail campaign. With everyone going online these days, the competition for attention is fierce. So why not differentiate your business and go old school cool with a direct mail campaign. Keep reading for the many other benefits of having a direct mail campaign.

Connect with Your Audience 

Tailor your direct mail pieces to specific customers and create more engaging marketing material. Some services will use handwriting font and the recipient’s name on the envelope. This increases the response rate as you form a personal and direct connection. This is not achievable with an email or online ad. With Americans looking forward to checking their mail, you catch people during a happy time of their day. Not only do you connect with your audience, but you can specifically target potential customers. You could narrow your list by people who have recently moved, or those of a certain age.

Response Rate 

People can recall a brand from a direct marketing piece 78% of the time. This is significantly better than email where it is only 44%. This helps contribute to the considerably better response rate direct mail gets over email. The Direct Marketing Association (DMA) did a study and found that direct mail received a 4.4% response rate. Email only received a .12% response rate. This is partly because our email inboxes are overflowing with marketing emails. It is also because 56% of people think that printed marketing is the most trustworthy of all of the media channels. So, start mailing your customers and building their trust in your brand.

Affordability 

With mail volume decreasing, you now can negotiate a great bulk rate for your mail campaign. This makes it more affordable than ever to reach your potential customers on a personal level. Another significant advantage is the affordability of printing. Thanks to modern digital printing techniques, you can get high-quality prints at an affordable price.

Tangible 

Sending out an email isn’t a real thing; just some digital code that can get deleted as quickly as it gets sent. A direct mail piece is a solid piece of marketing that forms a direct connection with your audience. It is also likely to hang around longer on a desk or counter. This garners your marketing material multiple views. The average lifespan of a direct mail piece is about 17 days. There is also a greater chance of your direct mail piece being shared with another prospective client.

Start Your Own Mail Campaign With all of these benefits, what are you waiting for? It’s time to start your own mail campaign. You can start using direct mail to stand out from the competition by directly connecting with your audience. You’ll then benefit by having an increased response rate from your efforts. Start your own direct mail marketing service today.

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