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Banging your head against an inbox? You aren’t alone – email has a dismal response rate no matter how you cut it: 1.3% percent, according to Silverpop. Attention spans are shrinking, email is getting clogged – and frankly – emails just aren’t very fun.
Direct mail brings a much higher response rate to the table, with more people acting on direct mail and preferring it to email. Direct mail is even better when it works with digital channels – netting a 7.9% response rate.
Why does direct mail work so well?
Direct Mail is a Real Thing
In an increasing digital world, the concept of a real thing has special weight. Open an email and get bombarded with ads, retargeting, annoying video ads, pop-ups and more. It’s a circus of crass marketing and we’re trained to ignore it, or even worse, use an ad blocker to kill it dead.
With direct mail, it is just the consumer and your message. You reach them with their physical senses. Studies show they look at direct mail more closely, remember it better and longer, and are more likely to act on it.
Print Can be Personalized
Digital printing lets direct mail enter the world of one-to-one personalization that’s been the playground of digital channels for years. Personalized direct mail can have impressive results, scoring a 20% lift in response rates. Personalization isn’t just limited to copy either – you can swap out new images, designs, and more based on any criteria: demographic, geographic, even lead score.
Direct Mail is a Blue Ocean
Direct mail isn’t being used much anymore. There’s a misconception that it’s too expensive and doesn’t work. Well, let your competition think that – because for you it is an open field. Why compete for attention in a crowded marketplace when you can engage on a channel that nearly 80% of consumers say they always pay attention to? Build your brand, start a conversation, keep their attention in an uncrowned space.
Digital and Direct Mail Work Together
Direct mail isn’t going to win on its own, no channel will. But together, you can use direct mail to bolster your digital engagement. Imagine an abandoned shopping cart, send a postcard with a discount card to the customer that references their shopping cart – personalized offers will drive them back to pull the trigger. Want more ideas? Check out our idea book filled with great direct mail ideas your competitors aren’t using.
Direct Mail is for Everyone
Nearly half of all people over age 65 do not use the Internet at all. It is seen as a daily gift, it is held, opened, and passed around – and not just by Baby Boomers. Digitally jaded Millennials respond to direct mail with as much vigor as their parents.
Direct Mail Can be Automated
Direct mail can be seamlessly added to marketing automation and CRM systems. You can set it up once and forget about it – as leads pass through your workflow they can trigger the send of direct mail. Shameless self promotion: we’re pioneering that technology and we think we’re the best.
Putting the power of personalized real stuff in your customer’s hand makes you stand out, builds an unforgettable customer experience, and drives real action.
Need help with your print? Talk to a live print expert today: 800-930-7978.
