Direct Mail Still Matters In A Digital World

For many marketers, a reliance on digital marketing efforts makes sense in so many ways. Digital tools allow for easy targeting, easy attribution, and campaign launches at lightning speed, but they are also subject to a level of marketing fatigue and consumer filtering – leading to increasing ad spends and longer conversion lags.

Direct mail, on the other hand, has historically been clunky, cumbersome and lacking accurate conversion attribution. Because of this, many digital marketers have made the assumption that direct mail is dead – but that truly couldn’t be farther from the truth.

Let’s take a look at a few reasons that direct mail may be the missing piece to your marketing puzzle.

1.) Direct mail has higher response rates than other types of marketing.  Recent Data and Marketing Association research shows targeting customers on a 1:1 level increases response rates up to 50% or more and that 40% of consumers try new businesses after receiving direct mail.

2.) People find direct mail a more personal way of marketing. Research from EZ24x7 shows that 56% of customers find print marketing to be the most trustworthy type of marketing.

3.) Millennials respond to direct mail!  Polling done by Reach Dynamics shows among 18 to 24-year-olds, 69% say they prefer print and paper communications to reading off a screen.

4.) Direct mail can work hand-in-hand with the internet.  In a recent article for Huffington Post, Ernesto Sosa, CEO of SOWEB, revealed research showing 90% of those heeding the call of a direct mail piece visited the companies website before making a call.

5.) Social Distancing is increasing the appreciation of direct mail.  OK, we made that up, but if you are hiding from the Coronavirus you’ll appreciate receiving something exciting in the mail!

Time to complete your marketing puzzle with a new approach to direct mail?  Contact the amp team to explore the latest in engaging and dynamic solutions for your business or organization.