Does Direct Mail still work?
In the age of digital marketing, you might be thinking does direct mail still work? While direct mail is not what it used to be, it can still be a benefit to your business. Digital may be great for re-marketing and spreading brand awareness. However, direct mail is the most effective marketing channel for new customer acquisition and customer retention.
According to the USPS, total mail volume has declined by 29.85% since 2006. Less mail to sort through means prospects are more likely to take the time to read your piece. In fact, the Data & Marketing Association (DMA) reports that 79% of consumers act on direct mail immediately. This is much higher than email’s 45%.
Does direct mail still work?
1. It’s Personal
Adding a name to your direct mail piece can increase response rates by 135%, according to a 2017 study.
2. It’s Engaging
We spend more time interacting with printed materials than we do digital. Research shows that holding a physical mail piece triggers desirability and improves a prospect’s perception of your brand. The USPS reports that brand recall is 70% higher when customers are exposed to direct mail as opposed to digital.
3. It’s Trustworthy
Studies show that consumers are more likely to trust direct mail and the companies that use it over anything digital. In fact, 56% of people feel that print advertising is the most trustworthy form of marketing.
The Perfect Combination
Mail paired with digital advertising is proven to produce 28% higher conversion rates. Following up a direct mail piece with an email (or an email with a direct mail piece) increases the impact of your marketing. Direct mail can also improve response rates. Studies show campaigns that paired direct mail with digital ads saw 118% higher response rates.
Direct Mail is not Dead
Direct mail continues to be one of the best ways to get your marketing message in front of prospects. It offers response rates that are far superior to even the most successful online advertising. Plus, you don’t have to compete for precious attention in the hectic online world. If that isn’t reason enough, direct mail boosts the effectiveness of your other marketing channels and offers extensive personalization options to connect with prospects.