Posted By Seamus Barton
4 Reasons Why Direct Mail Marketing Isn’t Dead
There’s a common perception that the era of mail services is long-gone, and the increasingly tech savvy population now only responds to forms of internet marketing such as emails and social media. This could not be further from the truth.
The Direct Marketing Association (DMA) Statistical Fact Book reports that direct mailing diminishes by 1.9 percent yearly, which is expected as marketers go paperless and turn to digital forms of advertising in response to increased consumer access to the internet. But as the online advertising space becomes more cluttered, print marketing provides a unique opportunity for brands and businesses to stand out. Below are four reasons why direct mailing is still worth the investment.
1. Direct Mailing Spending Is Second Only to TV
While spending on other forms of offline and print media, such as for newspaper and magazine ads, has been steadily decreasing, direct mail spending continues to increase. In 2015, direct mail ad spending was $45.7 billion, compared to $70.6 billion for TV, $28.3 billion for online display, and $26.9 billion for search.
2. Multichannel Marketing Presence
According to Google’s Zero Moment of Truth study, most consumers require about 7 hours of interaction with a brand, product, or service across 11 different touch points and in four locations. Offline forms of marketing not only add to these hours, but also allow you to engage with your customers in a memorable way. Direct mailing allows customization for your target audience.
3. Direct Mail Stands Out
More and more businesses are using online ads, email marketing, and social media to engage with their customers. With such fierce competition, you can standout with an integrated direct mail marketing strategy. But this does not mean that the decades old strategies characterized by crudely targeted direct mail will work. Your direct mail campaign needs to be integrated with digital media to draw the benefits of real-time, comprehensive insights on recipient behaviour to deliver a uniquely powerful impact within your overall marketing campaign.
4. Direct Mail Has Physical Presence
As online users are bombarded with many different advertising messages via digital channels, it gets harder for them to focus on a single message. The fact that direct mail is tangible makes it uniquely positioned to cut through the clutter in a way that online interactions cannot. Most direct mail recipients scan their mail pieces, and retain them for an average of 17 days, increasing the conversion rate.
Direct mail marketing has changed. With modern direct mailing, which leverages advanced design and printing technologies to facilitate greater personalization and faster production, integrates with digital media for multi-channel campaigns that enable timely use of mail pieces, and relies on digital data for better targeting, marketers are better placed to boost results in ways that no other strategy can match.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!
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