In today’s tech-minded society, it may seem like direct mail marketing has become an outdated practice. Unfortunately, many companies have believed the lie and have discarded the practice. But before you dismiss the marketing technique, you may want to slow down and increase your banner ads. Take a look at the following reasons to not only continue your campaign, but also send it into overdrive:
Mail campaigns are more pleasant.
Email has become a widely used means of communication. So much so, that many people now have three or four email addresses. Research tends to show that only around 20% of emails are opened, while the rest are deleted en masse. Businesses that send direct mail in addition to or instead of email have a higher success rate, as flyers and cards are opened or read by nearly everyone. Personalizing a letter or mailing creates a strong initial connection with the consumer.
The tangible always beats the intangible.
Regardless of the advances that are made in the digital aspect of things, the documents that a consumer can hold in their hand will always have value. For coupons and discounts, consumers are more likely to use the promotion if it comes through the postal service. Many won’t take the time to print digital material while others won’t have access to SmartPhone applications that eliminate the need to print.
Direct orientation.
Large ad agencies know the power of consumer profiling and data collection, and will apply the results to your direct mail marketing campaign. Collecting data and research over a period of time and connecting the information to specific analytics software can develop a profile of the consumer most likely to engage with your business. With the advancement of technology, you can narrow down your geographic area and target only those who are most likely to respond. This is an exceptional method for marketing, and research has shown that the results are quite favorable.
Longevity of shelf life.
With direct mail, the goal is to create a connection and instill the image of the brand in the mind of the consumer. Brand recognition is a powerful tool for companies. With mailing, research shows that consumers are obligated to keep mail longer than email. With an email, the customer is unlikely to see the content, as most delete the email before opening it. But with banner ads, many people keep flyers at home for an average of 3 days to two weeks. It’s a long time for your brand logo to be on the kitchen counter, imprinting your image in the recipient’s mind.
Direct mail creates a bridge to the Internet.
Finally, mailers do not compete with Internet presence. In fact, direct mail marketing does the exact opposite. Smart banner ads will include the company’s digital presence on the flyer or card. Many customers see the company’s website in the mail and will access the site as a result of the mail. You have essentially killed two birds with one stone by providing double exposure.