Why Customers Trust Physical Mail Over Email
Are you tired of hearing crickets when sending out emails? While email marketing continues to overwhelm user inboxes and make little impact, physical direct mail stands out in ways that digital communication simply can’t compete with.
You might be wondering, “Why are customers more likely to trust physical mail over email? And how can our marketing agency leverage its power today?”.
Let’s have a look.
What is direct mail marketing, and why it is important in the digital age?
Direct mail marketing may seem like a thing of the pre-internet past but don’t count it out just yet. In fact, research shows that 43% of direct mail effectively elicits the desired commercial response, such as buying, compared to only 8% for email. According to Barilliance, 2022 saw the biggest drop in email conversion rates since before 2016.
Why the drastic change?
Over the last decade, marketing strategies have heavily revolved around developing their outbound strategies online to adapt to an increasingly digital landscape. While it may have given brands an edge initially, today, many users send a large portion of their emails to the spam folder.
In an age where we spend hours a day in front of our screens, opening a piece of physical mail is a breath of fresh air.
Benefits for your business
Connect to your audience: Direct mail is not just a blast from the past—it is the perfect way to show your customers how much you care about them. And with today’s technology, personalization is easier than ever before. Whether it be adding the recipient’s name to the envelope or sending them vouchers based on their shopper history, personalized direct mail is the key to unlocking the power of print.
Make a lasting impression: Not only does direct mail stand out from the sea of emails, but it also has a longer shelf life than digital communication. When customers receive an interesting piece of mail that they have to physically open and interact with, the chances are higher that it will make an impression. According to MarketReach’s neuroscience report, 70% of customers report feeling more valued by companies through direct mail than email.
Maximize your mail’s commercial impact: Before the internet, mailing was the primary method for brands to get their customers to take a desired action. However, today, direct mail can be used to guide the client on an interactive journey to an online medium, such as a social media or sales page.
How to use direct mail for Maximum Impact
Diversify your media strategy: We’re not saying that you should ditch email altogether, but throwing direct mail into the mix is a great way to supplement your digital strategy and enhance your CX (customer experience). With QR codes and augmented reality on the rise, you can add interactive elements to your print mailers to engage customers in a unique and exciting way, taking your brand into the “phygital” (physical + digital) age of marketing.
Market segmentation: By breaking your audience into specific segments based on demographics, interests, and behaviors, you can tailor your messaging to each group for a more effective campaign. Plus, with the help of data analytics and AI, you can continuously refine your targeting for even better results.
Measure the impact: Conversion rates, ROI, and customer feedback are all key metrics to help you refine your hybrid marketing strategy and improve your customer experience moving forward.
Direct mail is far from dead.
From a nostalgic, physical element to its effectiveness in driving conversions, it’s clear that direct mail marketing is here to stay. With a few simple tweaks, you can leverage the power of physical mail to help build brand recognition, strengthen relationships with your customers, and increase ROI. Get in touch with our team today for expert support and advice.
