Direct mail is making quite the comeback and it’s not hard to see why.
While other forms of marketing such as email have surged in popularity over the last few years, people are growing tired of the amount of mail in their inboxes and can no longer be bothered to make the click. Direct mail on the other hand, has been gaining more traction in the world of marketing . Let’s take a look at some of its key benefits.
Direct Mail stands out to prospects
According to the latest research more consumers are opening and reading direct mail now (82%) compared to a year ago (78%), which is great news for companies using it as a primary marketing method. Whereas marketing emails often get lost in people’s overcrowded inboxes, direct mail stands out to customers, as it’s more of a rarity.
You could argue that direct mail is particularly effective in engaging younger generations of the digital age, who may not be used to receiving mail. On the occasion that they do receive a piece of direct mail through the post that is addressed to them, it’s likely they’ll feel excited and have it ripped open in seconds.
Direct mail is tangible
Unlike marketing emails, direct mail is tangible , meaning that it can be physically picked up and held, whilst it is being read. Many studies have found that tangible marketing materials have more of an impact on consumers, as they create an emotional response. Direct mail is therefore more likely to be read and remembered than your average marketing email.
Direct Mail is more personal than email
An Epsilon study in 2011 found that 67% of people feel that direct mail is more personal than Internet marketing. Companies have no end of opportunities to personalise their direct mail and make it relevant for customers, from including personalised product recommendations and offers to segmenting mailing lists to ensure customers only receive information that is truly relevant to them.
“Rip open” rather than “click open”
With so many benefits, it’s no surprise that people would rather rip open a piece of direct mail than click open an email. We’re not saying that email marketing is irrelevant. What we are saying is that you shouldn’t forget about direct mail. It’s got a lot to offer!
Ready to see how direct mail can improve your marketing campaigns? Get in touch with Baker Goodchild today and your prospects will be ripping open in no time at all.
Image Credit: Quite Peculiar