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Why use direct mail in the 21st century?

Strategy, MarketingEmma Cottle

 

There has been a seismic shift towards digital in marketing communications over the last few years, and we often find ourselves telling dubious clients that direct mail is still a very good option to promote their business. 

This recent study by Proactive Marketing found that 70% of consumers feel like they receive too many emails – which, when we think about it, is something we can probably all empathise with. InfoTrends found that 66% of direct mail is opened – and 86% of direct mail is read for a minute or more, compared to an average 11.1 seconds for email.

Here are a few more reasons why you should consider Direct Mail:

1. It stands out and cuts through the clutter

In contrast to the daily deluge of emails into people’s inboxes, a carefully-targeted piece of direct mail can capture their attention. Once you have piqued the recipient’s interest with a visually pleasing and clearly branded letter, you are more likely to get your message across.

2. It’s more reliable and more likely to get a positive result

Direct mail response rates outperform digital channels by a long shot, as found in a recent study. Direct mail achieves a 3.7% response rate, whereas digital channels see a combined response rate of just 0.62%. It is a more expensive medium, but you can’t argue with those statistics.

3. It’s more personal

Email users are in a rush – they are checking their inboxes on their commute, whilst at lunch or before dinner. They don’t have time for emotions, and are only using a little of their headspace to absorb the content. Direct mail can provide readers with both space and time to absorb material in their own time. 84% of consumers reported that personalisation made them more likely to open a direct mail piece. 

4. You can integrate it

Using direct mail doesn’t mean that you have to use this medium in isolation – far from it. Research suggests that using more than one method increases effectiveness by 24% on average over using individual methods on their own.

Have we convinced you? If you’d like help creating compelling direct mail for your campaign, let us help you communicate your message. Call us today on 01392 423060.