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Direct mail marketing is an incredibly powerful tool for businesses and one which is often overlooked in our fast-paced and technology-dependent world.
Despite its consistent performance and excellent return on investment, many companies have diverted away from mail as a marketing tool and many of them are paying the price. There’s an upside and a downside to both digital and print marketing, however we think direct mail is a must for any marketing strategy.
In an age of digital information overload, many consumers are overwhelmed by inbox clutter, often starting their day by deleting swaths of marketing emails without even opening a single one. Direct mail on the other hand, creates a strong emotional connection that gives unique credibility to your brand and allows you to capture your audience’s attention in a very distinctive way.
With so much of our business lives, consumerism and even socialising happening in virtual spaces, there is something powerful about receiving something in the mail that can be held in our hands. Likewise, while a marketing email can be easily lost in the depths of an inbox, most homes have a dedicated space for mail where the respondent can leave it to be shared with others in the household or to be kept on hand for later.
Direct mail’s ability to command attention and create an emotional connection makes it a highly effective marketing channel. In a recent study, Australia Post and Accenture found that 58% of participants agreed that they would likely make a purchase or follow up offers received in the mail and 43% had made a purchase as a direct response of receiving mail.
One of the biggest misconceptions about direct mail as a marketing tool is that it’s mostly successful in engaging older audiences, but research shows that that’s not the case. In fact, digital natives – those born during the age of digital technologies – often appreciate mail’s value as much, if not more, than older audiences. Digital natives not only trust brands that use mail marketing but feel important when receiving it.
One of the biggest misconceptions about direct mail as a marketing tool is that it’s mostly successful in engaging older audiences, but research shows that that’s not the case. In fact, digital natives – those born during the age of digital technologies – often appreciate mail’s value as much, if not more, than older audiences. Digital natives not only trust brands that use mail marketing but feel important when receiving it.
Postcards and flyers are a great way to communicate a short, clear and concise message to your customers and a great way to drive traffic to your physical store or online spaces. Perfect for introducing a new product, advertising a sale or highlighting discount codes, postcards and flyers are statistically more likely to be read than emails and are a great way for your business to stand out.
If you have a bit more to say, or a lot of products you’d like to showcase, a brochure or catalogue is a great way to engage with your audience. When your audience spends so many hours endlessly scrolling, actually turning the pages on a physical item and browsing through products is a lovely experience and one which captures attention in a really powerful way.
Have something more adventurous in mind? Our team can help bring your wildest marketing ideas to life. Chat with us now to discuss your ideas and find out how we can make your campaigns truly stand out from the competition.
Direct mail is a fantastic and versatile product to include in your marketing toolkit and when combined with your online efforts, can truly take your marketing (and your business) to the next level.
Our team can help you create customised cross-channel communication across both print and digital media channels to engage your audience and increase your response rates. Contact your local Worldwide Centre today to find out more.
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