Unlock Brand Loyalty from a Digital World: Why Big Brands are Re-visiting Direct Mail
We live in a world where everything seems to be just a click away. But amidst this digital frenzy, have you ever wondered how big brands are keeping their customers loyal? Well, it turns out that they are revisiting a timeless classic – direct mail.
Let’s have a look at how direct mailer companies in the UK are helping brands seamlessly integrate print into their marketing strategies.
The power of direct mail companies in the digital age
These days, everybody and their dog has a social media account, a content calendar, and a multichannel strategy. We’ve become so hardwired to focus on digital outreach that we’ve forgotten the power of tangible marketing materials and how and why print and mail companies used to be a key factor driving brand loyalty. Recent surveys indicate that the ‘old methods’ may hold a bit more power today than some may think.
According to a June 2023 report by Gitnux, the average consumer mail piece is far more likely to be opened and responded to than email. They found that strategies that integrate direct mail are more likely to reach a wider audience, specifically those who appreciate the personal touch it brings.
| Response Rate | Open Rate | |
| Direct Mail | 4.4% | 85% |
| 0.6% | 16.97% |
Source: Gitnux 2023
Direct Mailer Companies Could Be the Missing Key in Your Next Targeted Campaign
Now that we’ve got your attention, let’s look at some of the reasons behind direct mail’s effectiveness in 2023.
Customization
Sending out a targeted ad on your socials or a personalized email just isn’t the same as sending your customers or prospects a piece of mail with their name printed on it. By addressing your customers by name, incorporating their preferences, or referencing their previous interactions with your brand, you establish a deeper connection and show that you value their unique identity. This level of customization not only captures attention but also fosters a sense of loyalty and appreciation.
Emotional Connection
Through carefully crafted designs, compelling copy, and the tactile experience of holding a physical mail piece, you can evoke emotions that resonate deeply with your target audience. Whether it’s nostalgia, excitement, or a sense of exclusivity, the emotional impact of direct mail can leave a lasting impression on recipients.
More Reach Per Ad
When you send out a personalized email, you might reach one customer or prospect already on your mailing list. On the other hand, a piece of direct mail can reach all members of a household, many of which can become new customers! This passive exposure will make them more likely to trust your brand in the future.
Case Study: Ikea’s Interactive Direct Mail Campaign
Ikea’s recent pop-up mailer is a great example of out-of-the box thinking. In place of sending a generic email with links to their new products, they decided to create a 3-D pop-up of a bedroom filled to the brim with all their new furnishings and accessories. This innovative approach is a genius way to drive brand loyalty because:
1) The recipient is much more likely to share this with their friends out of sheer amazement and
2) It leaves a lasting impression (how many other brands have sent you a tangible 3D ad recently?)
To Build Trust, Get Direct (Mail)!
While we’re all glued to our screens, scrolling, clicking, and tapping away, direct mail swoops in like a superhero to save the day. It’s like the unexpected package you receive in the mail – you can’t help but get excited and wonder what’s inside.
Luckily, direct mailer companies in the UK can help you harness that wonder and build a loyal fanbase that will outlive the digital craze. Don’t sleep on this golden opportunity—get your creative print juices flowing and start mailing today!
