Marketers have increasingly used the potential of digital communication as a result of the growth of digital technology over the past two decades to reach more audiences. According to Hubspot research, consumers are more connected than ever and spend more than five hours each day using smartphones.
According to Tech Times, over half of Americans check their smartphones before rising from bed. Customers have seen an increase in digital marketing as a result. Sending actual letters, packages, mailers, brochures, postcards, and other marketing materials to prospective and/or existing consumers is known as direct mail. Both B2C and B2B sales use it, however, consumers use it more frequently.
The Benefits of Direct Mail Marketing
Because of the following reasons, direct mail marketing is a valuable part of a larger marketing campaign:
- Direct mail leaves an impression
The human touch in direct mail is likely what makes it most memorable; as opposed to a generic corporate present, a handwritten message or a specially picked item may establish strong emotional bonds.
- Interactive direct mail is used
Direct mail can help you get more eyeballs on your marketing since buyers physically handle mail and typically glance at it before choosing whether to retain it. Your consumers are more likely to keep it if you add a promotional offer, discount, or CTA that needs them to do something with the mailer, like bring it to a business or restaurant.
- Direct mail generates more responses
Direct mail marketing has a response rate that is 30x greater than email, the most effective digital medium, because of this tactile contact. As part of an integrated campaign, it has the potential to increase ROI by 20%.
- Direct mail provides several creative possibilities
Direct mail offers countless opportunities to surprise and amuse recipients. Marketers may send a wide range of artistically presented things via a sending platform, including handmade cards, cutting-edge swag, personalized presents, candies & snacks, Gift cards, experience tickets, and more.
- It may have a wider scope
If your target population is less inclined to utilize social media or email, direct mail can potentially reach a larger demographic than electronic advertising. Some people may become prospective consumers as a result of this conventional marketing strategy when they would have been entirely ignored by all-electronic advertisements.
- There isn’t as much rivalry
Companies are reducing their investments in traditional marketing in favor of online advertising. The more ecologically friendly option is digital, which also makes it simpler to start seeing results. However, because there are fewer businesses active in the direct mail sector nowadays, it is simpler to stand out.
Can Inbound and Direct Mail Coexist?
You might think that direct mail and inbound marketing are incompatible. After all, the latter relies on attracting people with content and only following it up with qualified leads, whereas the former relies on delivering unwanted mail to someone’s home or workplace. Direct mail does, however, have a role in the incoming process when handled properly. You may also provide value via education through direct mail. Additionally, it aids in drawing in your potential customer.