It’s no secret we believe in Direct Mail, and we think you should too.
There was a time with the rise of social media and other online marketing tactic that Direct Mail was thought to be an old school medium on its way to extinction. Online media was the flashy new kid on the block with several different options and high expectations. Time has shown that Direct Mail continues to outperform many other marketing channels with rising response rates and measurable, proven results. In fact, Direct Mail is tied with Social Media for the most used marketing medium but offers a much higher response rate.
Why Does It Work?
People like to get mail. Direct mail is considered less intrusive and often looked at more favorably than other marketing mediums. It is delivered to people’s homes through no effort on their part and can get advertisers in front of customers when they’re in a good mood. According to the USPS, 55% of people said they “look forward” to seeing what’s in their mailbox. And 56% stated that receiving and reading mail is a “real pleasure.” No one uses words like that to descript spam emails.
• 75% of households usually read, scan, or read some of the direct mail materials they receive.
• DMA research shows that 84% of millennials take the time to look through their mail and 64% would rather scan for useful information in the mail than e-mail.
• 76% of consumers trust direct mail when they want to make a purchase decision. Trust traditional channels more than digital channels when making a purchase.
Direct mail is also memorable. Studies show brands that advertise with direct mail make more of an impression on customers and are more likely to be remembered than those who don’t. In fact, the USPS reports that brand recall is 70% higher when customers are exposed to direct mail as opposed to digital. Direct mail is also easy to keep for future use providing more usefulness to both the recipient and the advertiser (link to staying power blog).
Direct Mail has secured its place in the marketing mix, weathering the rush of flashier new mediums. When used properly your business will gain multiple advantages and achieve strong marketing results with Direct Mail.
Contact Target Marketing to discuss how Direct Mail can help your business grow today.
(Sources: thedma.org/marketing-insights/response-rate-report; marketingsherpa.com “channels customer trust most when purchasing”; www.canadapost.ca; www.galloppoll.com/; www.marketingcharts.org; USPS Household Diary Study 2016)