Find out the reasons behind the resurgence of direct mail in modern marketing.
Higher Open Rate
The efficiency and accessibility of emails as a communication medium is ironically its downfall. With millions of emails saturating the internet daily, it’s getting harder for businesses to compete and get their messages across.
Furthermore, emails are subjected to the instant nature of the delete button. Meanwhile, direct mail is more often opened before being discarded, allowing the customer to at least process your message rather than never reading it at all.
Higher Response Rate
Research consistently suggests a higher response rate with direct mail compared to emails. While emails are convenient, digital messages are still prone to being deleted based on a quick scan of the subject line.
Meanwhile direct mail is tangible, and requires real action — opening, touching, feeling. Physical mailboxes are also less congested now thanks to the advent of paperless billing – this again means less competition, and therefore a higher response rate, for your outgoing mail.
Creative Marketing Opportunities
Direct mail allows for a multitude of creative marketing strategies. Research also suggests a higher memorability due to the tactile nature of direct mail. Marketers can include coupons, information brochures, calendars, eGift cards, experience tickets, and more, to serve as a continual subconscious reinforcement of brand and respective marketing message. QR codes can also be integrated to ensure customers are connected digitally as well.
Smartech Business Systems offers a range of solutions that can support your direct mail efforts from mail creation to postage administration.