The Secret to Direct Mail that Makes a Long-Lasting Impact
With email and social media’s popularity, you’d suspect they’re driving out traditional marketing – but that can’t be any further from the truth. In a world where most advertising is online-oriented, now more than ever, direct mail is most effective because of its surprising and unique nature. With 48% of consumers believing that direct mail is more professional, credible, and enjoyable, it can do for your business what digital marketing alone simply can’t.
Direct Mail Resonates & is Authentic
From the time we wake up to the time we go to bed, we’re almost constantly confronted with marketing. Whether that’s in music, television, signage, emails, phone calls – it’s everywhere. 69% of recent study participants said that this tremendous amount of information overwhelms them. These days, creativity’s not only a good thing to have, but a necessary skill as a business producing marketing materials. If you’re going to reach your audience, your message (and the mediums you use) must be unique, eye catching, and stand out among and above the rest. Using direct mail may not be your first thought for your shop, but these days direct mail’s grabbing the attention of potential customers much more than other channels, simply because it breaks away from all of the digital noise we’re constantly bombarded by.
All forms of marketing still work in their own ways – and we of course think that every audience has a preference and every message has its best way of travel. But, what sets direct mail apart, are the emotions it can produce. Direct mail engages our senses and gives people an authentic look into its message. Customers can physically feel the quality and craftsmanship that went into a postcard or dimensional mailer, and get a sense of the thought behind it. What paper was used? What colors are on the print? What creative choices were made? Okay, maybe not everyone is thinking these exact thoughts, but the subconscious has a sense of these elements, giving them a new view of a company, or establishing additional trust and loyalty. Postcards can be pinned to a cork board, stuck on a refrigerator, tucked away inside a pocket, and taken with customers. Most importantly, direct mail doesn’t change without your action. In this way, it’s trustworthy, and therefore, much more authentic than digital alone. Direct mail’s physical makeup also provides context. It’s tactile, and provides a story with a beginning, middle, and end. Digital media has no boundaries, and no known ownership. You can’t really be a title-holder, so to speak, of digital work, yet once you open your mailbox, direct mail is yours to keep.
We know direct mail is trusted and valued, because 76% of people in the US say the quality and graphics of a print marketing material are what captures their attention. This is especially a belief among younger generations, as Millennials and Gen Z audiences tend to be more driven by experience and personalization.
Direct Mail is Personalized
These days, services like direct mail 2.0 lead the way in personalization. In a recent survey, 30% of Americans polled found personalization to be one of the most important features of print marketing – turning it into messaging that really stands out. And 80% of people are more inclined to purchase from a company that provides tailored experiences. Not only can you send direct mail directly to your customers, you can add their name, favorite menu items, and special offers – all possible with the right data and/or partner. Making your audience feel special with a physical piece of mail, postcard, flyer, or delivery, can really reinforce that they’re important to your brand and shop. To further your personalization and practice best ways to do so, visit our personalization-focused blog.
Direct Mail Inspires Creativity & Action
There’s definitely something to be said about physical rather than digital when it comes to creativity. With creativity comes design and in a recent study, it was said that the right color and design can improve readership by 40% by making messaging easier to read and more visually appealing. Color is one of the first things our brains recognize from a brand, so it’s often the first thing that grabs our attention. Direct mail is able to include and show colors in ways that digital cannot. And, as Flora Kessler, strategy partner at Carat UK, said: “There’s an element of creativity in print that you don’t always see in digital. So much budget devoted to digital…can soak up the creativity along the way.”
Ready to send out successful direct mail? We have years (and years) of direct mail experience under our belt, and we’d be happy to help you get an ROI rich direct mail campaign started. Simply contact us today.