There is no doubt that technology is changing the way we market to consumers. With most companies and organizations turning their focus to digital marketing campaigns, is direct mail still relevant? Direct mail has, ironically, become so unusual that leveraging its many benefits will allow your campaign to set itself apart from the onslaught of digital messaging we receive every day.
Our inboxes are full – most of us receive entirely too much email. I can’t open my email without being inundated with messages about summer camps, minivans, and insurance policies. Many people don’t sort through their personal emails daily or even weekly anymore. A study by USPS shows that 98 percent of people check their physical mail daily and 77 percent of consumers sort through it as soon as they get it. Email’s prevalence is good news for direct mail campaigns – it means there is not nearly as much competition in your audience’s mailbox.
When do you get your mail? Probably after work, when you are finally home and ready to relax. A strong, enticing direct mail piece is an invitation into consumers’ homes. Instead of fighting for their online attention during a busy work day, this is your opportunity to pitch your expertise and services at a time when they’re most likely sitting at their dining table and taking a moment to look through the day’s mail. And right there, alongside wedding invites, holiday cards, and bills, is your shiny, captivating direct mail piece. You already have their undivided attention, now let your brilliant copy and graphics do the work for you.
With hackers frequently breaking into “secure” sites and phishing scams sneaking in through links and images in emails, people do not always trust attachments and links in an email. Some people are losing their confidence in electronic communications, and as some studies report, the more eye-catching you try to be with your email, the less trustworthy it will seem. With direct mail, you can bring on all the bells and whistles. Direct mail is safe and secure, no matter how fancy.
Get Their Attention
There are dozens of ways to grab the receiver’s attention with direct mail that is simply not possible in a quick subject line. Puffy envelopes, handwriting fonts, and real stamps are just a few of the tricks to get your audience to deem your mail valuable enough to at least open or read. You can also include promotional freebies like branded pens, calendars with healthcare awareness months, or stickers to place on those calendars as reminders for check-ups and children’s vaccines. You can’t send a pen through email.
Give Them a Reason To Respond
One of the biggest mistakes with direct mail pieces is no clear call to action or a clear reason for responding. Typically, if the recipient doesn’t have a compelling reason for responding, they will put it off responding to your piece, and may forget altogether. The consumer is looking for a payoff, such as “Social Media Tips for Promoting Asthma Awareness” or “Free Online Heart Age Assessment.”
Direct mail works with your digital efforts in getting consumers to your web page. Everyone is sending emails nowadays, but as direct mail has become less common, it is now even more captivating.