Email marketing and direct mail marketing, both require building that list of customers and prospects. Even when the world is moving towards digital marketing, postcards, leaflets, letters and other printed advertising materials continue to have their importance. Higher response rate, cost-effectiveness, and a tangible impact are some of the main reasons why you will want to include direct mailing into your promotional strategy. Here are 8 reasons why you should not ignore this method of advertising.
Better Response Rate
Studies show that Direct mail management can generate better response rate than email marketing. In fact, the difference in the response rate is quite big. In some cases, direct mail marketing can be up to 30 times more effective. In addition, the tangible form of the message also helps build trust with your target audience. According to studies, more than 25% of customers trust direct mail offers as compared to offers provided through email.
More Acceptable
Studies have also revealed that direct mail is more acceptable to consumers than email. Consumers find a postcard or leaflet or letter to be more personal than the email that comes into their inbox. This is most likely because people find tangible letters and messages to be more trustworthy than soft copies of such messages.
Reach out to More People
You can send emails to only those who have opted-in for your messages. This limits the number of people you could send out your email messages to, even if you know who your best prospects are. This is however not the case with direct mailing. You could send out your letters and printed offers to almost anyone who as a mailing address. There is no necessity that the person should opt-in to your list.
Lesser Competition
Today consumers are receiving more digital offers than they can handle. Chances are that most people will not even open your emails. Whilst email promotion has almost become a “cluttered” marketing strategy, direct mail continues to have its appeal. In fact, there is lesser competition in Direct mail management and this improves the value of your messages. Lesser competition also means that direct mails are now more unique. It is no longer common that you receive a personalised envelope. So, using this strategy can help increase the chances of getting a response from your audience.
Longer Shelf Life
Direct mails have longer shelf life compared to email messages. An email can remain in the recipient’s inbox for a few seconds or it could disappear in the stack. On the other hand a direct mail can remain on the person’s desk or file for a longer time. The more attractive it is and the more lucrative the offer is, the longer the mail is likely to remain in front of your prospect or customer. This is one of the main reasons why direct mails have higher response rate.
These are the 5 top reasons why direct mailing is better and more effective than email marketing. But this doesn’t mean that you should replace your digital marketing campaigns with direct mail marketing. Both have their unique importance and should essentially become part of your wider integrated marketing campaign.
These are the 5 top reasons why direct mailing is better and more effective than email marketing. But this doesn’t mean that you should replace your digital marketing campaigns with direct mail marketing. Both have their unique importance and should essentially become part of your wider integrated marketing campaign.
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