If you have had any in-depth discussions dealing with modern marketing strategies for your business or organization, chances are strong that you have heard the myth that direct mail is dead – supposedly sent to its grave by the world wide web. But believe it or not, the internet’s form of electronic mail and social media messaging aren’t the only valuable mailboxes in town. There is still a sense of surprise and stimulation that is triggered by receiving physical mail in a physical mailbox. Open your mind to marketing and advertising opportunities that still exist outside of the digital realm and get acquainted with the reasons why direct mail is not dead!
Another advantage that direct mail holds over email is the it has the beneficial element of being “real” – it possesses weight, substance, and dimension. Someone took the time to design it, print it, mail it, and we took the time to hold it, open it, and read it. People tend to feel more valued when they receive postcard marketing for instance. It helps to generate a more authentic relationship with customers and leads make a longer lasting impression then typed some text in an email that doesn’t take the same about of effort or expense when it is emailed to thousands of people.
High Direct Response Rate
According to a response rate report by the Direct Marketing Association (DMA) who analyzed Bizo and Epsilon data, the conclusion they arrived at is that direct mail earns a 4.4% response rate, compared to just 0.12% for email. With these direct mail response rates ranging anywhere from 10 to 30 times higher above that of digital, it is clear that consumers are often overwhelmed by their inboxes being stuffed with endless unsolicited emails on a daily basis. For that reason, consumers tend to be more receptive to direct mail, which arrives less often and with less quantity.
The Millennial Demographic
Even though the millennial generation was raised with the internet and iPhones, they are still not excluded from the idea that direct mail isn’t dead. The emotional response that adults receive from checking their mailboxes in the morning also holds true for young millennials, who are being predicted to hold a combined spending power of $1.4 trillion by 2020, according to Accenture. Reports by Gallup state that 95% of 18-to-29-year-olds have a positive reaction to getting personal letters and cards.
Launchmark Printing Department
Springfield, Fairfax County, Northern Virginia