How Do Consumers Like About Direct Mail?
It is no surprise that print via mail appeals to many senses. It’s personal, interactive, and cost-effective. But how do consumers like it? Millennials, in particular, are drawn to tangible promotional materials. But if they are to ignore email marketing, they must first be wooed by direct mail. What are the benefits of direct mail? Let’s explore some of the most compelling arguments.
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Print via mail appeals to the many senses
In today’s digital age, consumers have multiple ways to communicate with you. While we’re accustomed to visual, audio, and video communications, print by mail appeals to the many senses of consumers. Millennials, for example, spend 84% of their time reading mail and 64% prefer it over email. Why is print appealing to consumers? In a nutshell, the five senses (sight, touch, smell, and sound) are all involved in a consumer’s experience, and engaging all five of these senses with a marketing message can greatly improve retention rates and create a lasting impression.
Although you can’t taste or touch a direct mail piece, you can engage the five senses of your consumer with print. A printed piece will evoke feelings in your consumers that are more powerful than those of digital media. For example, a mouth-watering piece of fresh home-grown vegetables will stir a consumer’s taste buds more than a digitally-generated ad.
It’s cost-effective
Many organizations produce their direct mail campaigns. They pay only for printing and mailing costs and may produce the artwork in-house. Often, this cost-saving solution does not meet the high standards of eye-catching design and messaging. Rather, businesses make cost-related mistakes and do not achieve their marketing objectives. A better approach is to evaluate the quality of work produced in-house versus that produced by professional agencies or service providers. Some companies opt for the in-house creation of their direct mail, but they should not ignore the quality of work produced by outside experts.
Another important consideration for businesses considering direct mail is the cost. Mailing costs are significantly lower than those for digital marketing. Direct mail, on the other hand, is more likely to be opened. In addition, recipients of direct mail are more likely to purchase non-respondents. The ROI of direct mail is higher than that of digital marketing, making it a superior investment for businesses. However, the costs of direct mail campaigns are not easily comparable, depending on the size and type of the business.
It’s personal
There are many benefits to direct mail. It allows you to create a personal connection with your prospect. They must physically touch the mail to read it, which makes it more personal. The imagery on direct mail will stick in their mind and they can remember it later when they are shopping. Additionally, direct mail has less competition in the mailbox, which leads to a more personal response. It has the bonus of creating a sense of nostalgia in a digital age.
Using direct mail offers unique opportunities for creativity. Not only can you create a unique piece of marketing material for a specific audience, but you can also use their first name on the mail, handwrite the address and add a signature. Direct mail also presents fewer competing messages than email. For instance, your postcard can be delivered to an email non-responder a day or two after they last opened your email. Despite the advantages of direct mail, some leads prefer receiving it.
It’s interactive
Using direct mail to promote your products and services can be a highly effective way to increase visibility. It can be personalized, contain a discount coupon, and even have a call-to-action (CTA). Direct mail can also evoke a sentimental response from customers. Personal touches such as an individualized note or a hand-written message are ideal for making a marketing campaign memorable. While you can’t go overboard, small touch can make all the difference.
Another way direct mail can be interactive is through its physical delivery. It allows the consumer to engage physically by opening the envelope or looking at the information inside. Whether a customer keeps the mail is entirely up to them – or decides to take action immediately – a direct mail campaign will have a higher rate of customer engagement than other forms of marketing. Because people enjoy reading mail, it’s easier to persuade them to respond to promotional offers and calls to action.
