In the digital age, it’s easy to assume that direct mail is a dying art. After all, who wants to receive physical mail when they can get everything they need online? But the truth is, people still love getting direct mail. The USPS reports the average household receives 7,750% more emails than mail pieces per day — an average of 2 direct mail advertisements as opposed to 157 emails a day? (Thank you to Postcard Mania for these statistics!)
With the ever-increasing number of digital ads, people are becoming more overwhelmed and likely to ignore them. The stats show people are now more receptive to receiving direct mail marketing than ever. So, what’s the secret to direct mail’s success? Why do people love it so much?
Here are a few reasons:
Direct mail is more personal than digital advertising. When you receive a piece of direct mail, it’s addressed to you specifically. It feels like someone took the time to send you something special. Digital advertising, on the other hand, is often impersonal and generic. It’s easy to ignore or tune out.
Direct mail is more tangible than digital advertising. You can hold a piece of direct mail and examine it closely. You can flip through the pages and read the text at your own pace. Digital advertising, on the other hand, is fleeting. It’s easy to scroll past an ad without even noticing it.
Direct mail is more memorable than digital advertising. Studies have shown that people are more likely to remember information they receive in print than information they receive online. This is because touching paper print is more immersive and engaging. When reading a piece of direct mail, you’re more likely to focus on the message and absorb the information.
Direct mail has staying power. Unlike other channels, which are easily ignored, people often save and keep direct mail pieces, especially if they are relevant to their needs. Who doesn’t have a drawer of mail or a refrigerator with an oil change postcard saved on a magnet?
Direct mail is more effective at driving sales than digital advertising. A study by the Direct Marketing Association found that direct mail has a response rate of 4.4%, compared to 0.05% for email and 0.04% for social media. This means that direct mail is much more likely to get people to take action, whether it’s visiting your website, calling your store, or making a purchase.
Direct mail is a great option if you’re looking for a way to reach your target audience and drive sales. It’s personal, tangible, memorable, and effective.
By following these tips, you can create direct mail campaigns that people will love and drive results for your business.
Here are a few examples of companies that are using direct mail to great success:
Amazon sends out millions of direct mail pieces every year. These pieces typically include coupons, product recommendations, and order updates.
Target is another company that uses direct mail heavily. Target’s direct mail pieces are known for their personalized offers and high-quality design.
Lowe’s uses direct mail to promote its home improvement products and services. Lowe’s direct mail pieces are typically informative and helpful, often including coupons and discounts.
Direct mail is a unique marketing medium that allows brands to engage with customers through multiple senses, including sight, touch, smell, and taste. Other mediums cannot match this level of sensory engagement. Direct mail also gives marketers a personal one-on-one connection with their customers, which can lead to higher response rates.
If you’re not already using direct mail in your marketing campaigns, you’re missing out on a powerful beloved tool.
