With the upswing in digital advertising over the past several years, many modern-day marketers are wondering: Is direct mail dead? In response to this question, we offer an unequivocal no. In fact, direct mail continues to be one of the most effective advertising channels available – relentlessly holding its own against trendier, tech-savvy options like email blasts, social media ads and more. Need proof? Consider these statistics from Small Business Trends:
• The typical direct mail response rate for existing customers is 3.4%, compared to a typical response rate of only 0.12% for email campaigns.
• A whopping 70-80% of consumers say they open almost all their mail (yes, even “junk” mail).
• The average consumer in 2015 received about 125 emails a day – with many going directly into the trash.
Don’t get us wrong: Digital advertising remains an important part of any marketing strategy and boasts numerous benefits, like immediate delivery, zero printing costs, etc. But the statistics above make it clear that digital advertising cannot – and should not – entirely replace direct mail campaigns. Here are three great reasons why print should still be your go-to marketing method – even in the digital age:
1. Direct mail offers superior visibility.
If you send out a direct mail piece featuring a compelling offer, there’s a good chance some of your recipients will hold onto the piece – and may even hang it on their fridge or place it on the kitchen counter. This means that your intended recipient will continue to see your offer again and again, and on top of that, other family members or visitors may see the offer as well. Emails, however, are sometimes not opened at all – and very rarely do recipients actually print them out and place them in a visible area.
2. Direct mail makes it easy to stand out.
Want to set yourself apart from the competition? If so, direct mail is definitely the way to go. By taking advantage of special features like die cuts, pop-ups, scratch-offs, accordion inserts, variable data and more, you will make an immediate and lasting impression on your recipients. But attempting to differentiate yourself via email is a much more difficult task due to the limited scope of options available.
3. Direct mail is tangible.
There’s something to be said for the tactile quality of direct mail pieces. And in today’s day and age, with online shopping and communications being so prevalent, many consumers have become even more appreciative of items they can actually touch and hold. While it’s true that emails often feature beautiful, eye-catching designs, the fact of the matter is that direct mail pieces engage more senses (both sight and touch – and even hearing if you wish to incorporate sound bites), which can go a long way toward making your marketing piece more memorable and effective.
Ready to put the power of direct mail to work for your bank or credit union? Check out the options we have available – and see for yourself why print reigns supreme!
Resources:
https://smallbiztrends.com/2015/10/direct-mail-dead.html
http://www.huffingtonpost.com/scott-taylor/why-direct-mail-marketing_b_10627116.html