Although many businesses might see direct mail as an outdated marketing method, the fact is that this medium is as relevant as it ever was. There are many reasons why businesses still use direct mail, with fair benefits to this method.
Here are some of these reasons.
Direct mail can serve as a quick way to reach homeowners and others who may be interested in your services, reaching the right demographics based on specific segmentation criteria.
Direct mail provides a physical form of marketing media, enabling recipients to hold it unlike digital marketing materials. The physical experience of touching and opening direct mail can make it more memorable and sincere.
Oftentimes digital marketing misses a sense of personalization, with a sense of artificiality in emails that often make errors regarding the names of recipients and other personal details. Direct mail simply feels more personal because it’s something that targets receive directly in a potentially colorful presentation that’s more inviting.
Because it’s less common and more personal, people are more likely to remember direct mail pieces they’ve received over a longer period of time. People actually take the time to read through their mail and sorting through it, encouraging them to read direct mail pieces in the process.
If you put a lot of effort and hard work into the creation of a unique personal direct mail piece, recipients are likely to notice. You can easily impress people with well-constructed mail pieces that provide a top-quality representation of your company.
Unlike other forms of marketing, direct mail presents information in one of the most formal ways, through letters, invitations, and other mediums. It also won’t come across as spam if it’s high quality enough, encouraging recipients to open it and actually pay attention to what’s inside, unlike digital spam.
Regarding authority, direct mail ranks the highest of all marketing methods, which can give companies a significant advantage over competitors in their marketing campaigns.
In every marketing campaign, gaining prospects’ trust is a top priority, and you need to make sure your marketing materials can help. People tend to trust direct mail pieces because they come across as less suspicious than digital marketing efforts. More and more people are learning to distrust the online word, which is making it necessary to find other ways to earn customers’ trust. Direct mail offers a way to more easily gain that trust, through legitimate mail pieces that reflect the effort put into them.
Direct mail advertising has shown that it’s infinitely more worthwhile of an investment than other forms of marketing, giving businesses a 13 to 1 return on investment, according to the DMA. While ROI will vary from campaign to campaign, direct mail’s traffic record is reliable.
Direct mail can influence purchasing behavior more than other types of marketing, particularly among Baby Boomers. If you want to further increase sales among this generation and others that are less tech savvy than Millennials, direct mail can hold greater influence. However, even younger generations can be impressed by top-tier direct mail pieces.
With all of these reasons in mind, you can make your direct mail campaigns as integral to your marketing efforts as other alternatives.