In a digital world, it may seem like direct mail is a thing of the past. Many marketers have focused their efforts on email and social media marketing. However, the data shows that direct mail is still effective. In fact, consumer response to direct mail is increasing. Here are 4 reasons direct mail deserves to be part of your marketing strategy.
1. It’s Tangible
Social media ads and emails are quickly scrolled past or deleted. Direct mail can stick around a customer’s home for days or even months. Placing a special offer on your piece will encourage people to save it in a location where they won’t forget about it.
2. It Commands Attention
No one wants to accidentally throw away an important piece of mail. This means that most recipients of your piece will at least scan it before throwing it away. As many as 80% of customers read each piece of real estate direct mail. Your marketing campaigns through email are unlikely to receive the same amount of undivided attention.
3. It’s Trackable
Social media marketing gathers a wealth of analytics. Many marketers rely on this information to gauge success or to adjust their campaigns when they aren’t meeting targets. Direct mail doesn’t have the same depth of data but still allows you to track response rates and return on investment. Use a unique phone number and website URL to track the response rates of each campaign.
4. It Reaches all Ages
Approximately 40% of seniors are smartphone owners. This means that a significant portion of your potential target market is unreachable through digital strategies. Mail reaches everyone, expanding your reach beyond social platforms, and email marketing.
Direct mail may be less common than before the internet, but its impact is still going strong today. If you haven’t considered a direct mail campaign before, hopefully, these 4 reasons have convinced you that it may be worth the effort.