Real is to Feel – Why Direct Mail Marketing Isn’t Dead
07/05/2019
Direct mail is flexing its power over digital.
Every time we search, stream, watch, read, scroll, click, or swipe, we are bombarded by advertisements.
No one seems to be able to agree on the exact number of ad exposures per day we are subject to, but it doesn’t matter. People have developed an automatic mental screening process to ignore digital advertisements to maintain sanity.
As a rule of thumb, about 2% of advertisements get our attention each day. So, if you’re exposed to 5,000 ads in a day (which is an accepted number), only 100 have any meaningful impact.
So why is it that direct mail marketing can get through the digital dross?
More Effective
Anyone can tell you that the average email account’s junk folder is larger than the inbox.
Emails often end up in the spam folder, decreasing the chances of being seen. This spells trouble for time-sensitive specials or sales.
Even if they do end up in the inbox, most people will focus their attention on the content of their friends, family and work colleagues.
Your email marketing efforts might not even get a look in before the delete button is hit.
With a direct mail campaign, people sort through the content. The material is in their hands. They look at every single piece, just in case they miss something important.
It’s Personal
With direct mail, you can personalise the materials. Simple acts such as putting the content in an envelope, or printing postcards addressed to each recipient by name, increases the chances of being noticed.
Also, it is tangible, and if creative, appeals to more than two senses. This creates a feeling of ownership, which can evoke an emotional response or attachment.
Increases Trust
The primary channels we consume media, whether mainstream or social, have been ravished by poor quality content, questionable authority and misinformation.
This affects trust levels. The average consumer no longer inherently trusts everything they see or hear.
Email is also affected, with people unwilling to click through or download attachments due to potential security violations.
Direct mail marketing allows your message to get into the hands of the intended. Because it is tangible, people can hold and see the message. They can consider its credibility.
Improves Brand Recognition
Humans are wired to respond differently to paper than pixels. In a Canadian study, it was found that people used less of their cognitive capabilities for direct mail than digital. I know that sounds bad, but here’s why it’s beneficial.
Using less cognitive power means you are not stressing your brain, trying to understand the ad. It’s been found the easier to understand, the longer it is remembered.
Also, people who see direct mail pieces can recall the brand 75% of the time. When compared to digital-only channels, recognition plummets to 44%.
Makes People Happy
Let’s be honest, people like to get things in the mail.
While email is the preferred quick method of communication, it lacks the personal touch of getting something in the mailbox.
And when that something’s relevant, timely and targeted correctly, the consumer pays attention.
Less Competition & Distractions
Receiving direct mail gives people time to think and contemplate the potential for the service or product.
There is little competition from other ads. But in the digital world business’ bid for the same consumer via algorithms.
Open To All Audiences
Direct mail opens your message to a broader range of targeted audiences. It includes people who aren’t particularly tech-savvy or don’t own smartphones.
It isn’t lost on the millennials either. Direct mail has been shown to prime digital brand recognition.
Creativity
With a direct mail marketing campaign, you can do something different. Like high-resolution offset lithography on luxurious paper stocks, for a mail piece that’s a delight to see and hold. Engaging all the senses and connecting on a deeper, emotional level to ensure a higher response rate.
You don’t always get these opportunities with digital media.
At Active Mail, we offer a high calibre Direct Mail Marketing production service.
Covering all points of the direct mail marketing process, from collaborating on your creative, through to data tweaking and full production of all elements.
Our experienced staff will take the stress and headaches out of developing a professional Direct Mail Marketing solution to fit your unique business.
Take the first step and speak to us for a no-obligation consultation. Let us help you maximise your potential through direct mail services.
