Direct mail is far from six feet under, as some may have thought and maybe still believe. In fact, direct mail response rates can be 10 to 30 times higher than digital. That's huge! So why is that?
Think about it: Back in the day, our mailboxes were stuffed with things we didn't want — junk, bills, and more junk. People were bombarded with direct mail pieces of all shapes and sizes, and no one had time to filter through everything. This was before the age of the internet, social media, and email marketing.
Fast forward to today — and the scales have tipped to where our digital inboxes are the ones cluttered with junk, spam, and unwanted messages. I'll bet you've noticed less mail in your mailboxes at home — making it a prime channel that marketers are taking advantage of.
Direct mail has something that digital mail doesn't — the reality factor. We;ve sent it and received it, opened it, saved it and thrown it away for much of our lives. It has weight, substance and dimension. There's something to be said about holding something in your hands; it's part of the human experience (I'm not kidding — there are studies that prove this!). This emotional effect explains the power of direct mail: 60% of survey respondents say this effect made a more lasting mental impression on them, making it easier to recall later on. 57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.
Consider this: When you receive a thank-you email, what is your reaction? Probably something along the lines of "Well, that was nice of them to thank me." When you receive a thank you note in the mail, handwritten from an actual human being, your reaction is probably closer to, "WOW! They went out of their way to write me a note? That is so thoughtful!" You can expect similar results with a direct mail pieces — perhaps a printed letter, postcard, or a nice brochure.
As you can see, it might be time to consider a direct mail component in your marketing strategy. We can help you get started — call or email us today!
