In the digital age, it can be easy to forget about good old-fashioned direct mail. Sure, email and social have their advantages. But there’s also something to be said for a tangible offer delivered straight to your customer’s mailbox.
Case in point: Did you know that 73% of American consumers say they actually prefer direct mail to other media because they can control how they interact with the message?1 Or that the average household received two pieces of direct mail per day, compared to an average of 157 emails each day?2 If nothing else, print stands out today because it’s often the exception.
Still not convinced? Consider that physical mail raises brand recall by up to 20% more than digital. That’s because it demands approximately 21% less cognitive effort.3 Simple is memorable — and that means direct mail often makes a stronger, more effective connection.
Of course, not any old mailer will do. To really stand out, you need to step up. Here are a few tips to help you get the most out of your next direct mail effort:
Stop your customer in their tracks with a uniquely sized mailer, unexpected papers, special printing techniques, or interactive elements. These features not only add novelty but also make it effortless for recipients to connect with your brand online.
No amount of gimmicks or glitter will make up for a lack of content. Learn about your audience and then speak to them clearly about their interests.
It’s a note, not a manifesto. Make your point, ask for a specific action, and save the sales pitch for another touch point.
Consider a unique phone number, URL or QR code to help you monitor performance and track results.
There’s an overwhelming amount of regulation about what will go through the mail and what won’t. Yes, there are some helpful online resources. But your best bet is to consult the post office or a direct marketing specialist sooner, rather than later.
Of course, we always recommend a balanced, integrated marketing campaign to ensure your message connects across multiple channels. But there are times when the message lends itself to print. When that’s the case, you may find the way to your audience’s heart is through their mailbox.
Over the years, we’ve used direct mail to help countless clients reach the people they care about. Here are a few of our favorites, ranging from clever postcards to eye-catching premiums. In every instance, we start by clarifying the message — and then delivering it creatively.
Have you had success with direct mail? Are you looking for help crafting your next campaign? As always, we’d love to know about your experiences — and we’d be happy to learn about your objectives.
SOURCES:
1. Gitnux+12WifiTalents+12Gitnux+12
2. https://www.poweredbyprisma.com/13-statistics-about-direct-mail-that-will-surprise-you/