Snail mail is dead, right? Actually, that's quite wrong. For all the talk about the importance of shifting away from direct mail to digital, direct mail is still popular and routinely used. It is opened and, in many cases, looked at more closely than any digital advertisement. Abandoning direct mail would be a foolish move. Here are three reasons why.
On average, direct mail has a much higher response rate than an email or digital ad. The difference is often as much as 10 to 30 times more. It also has a higher return on investment than many forms of digital advertising.
Furthermore, direct mail also has numerous methods to lower the costs. There are ways that you can avoid the costs of getting mail sent back to you. You should consult your marketing professional for advice on how to do just that.
There's something different, even romantic, about using direct mail as opposed to digital. We all have experienced it. We live in a very busy, demanding world, one where we pay more and more attention to the digital and less to the physical. As such, there is something different about actually receiving a piece of physical mail. If the communication is designed right, a recipient is far more likely to open and look at a piece of direct mail than anything digital they receive. This is because it seems more personal. As such, it can help your business build a stronger connection with a potential customer than a mere email ever can.
Of course, no one would suggest that you abandon digital marketing. However, putting all your eggs in one basket is a good way to court failure. After all, even in the digital world we now inhabit, a huge percentage of the population does not look at social media or the internet. In order to maximize your chances of reaching the most potential customers and guarantee that you are reaching people at multiple touch points, you need a diverse marketing strategy. Using direct mail is a fantastic and cost-effective way of complementing your other marketing efforts.
To paraphrase Mark Twain, the death of direct mail has been greatly exaggerated. It remains an impactful way of reaching your customers, particularly in a digital world where people are craving physical connection more than ever. Abandoning direct mail will potentially close off a very useful marketing channel to you and your business.
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