The Efficiency of Direct Mail
If you’re a business owner wondering how to reach more customers, direct mail is an excellent choice. This medium has a 5.3% response rate and requires 21% less cognitive effort than email. It’s also more personalized and personal. Direct mail is still popular among B2B marketers, even though content marketing and social media are fast replacing print ads.
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5.3% response rate
Direct mail is still an effective marketing medium in the digital age, especially for small businesses. With an average response rate of 5.3%, it delivers more than five times the response of an email campaign. The combination of digital marketing and direct mail creates a powerful combination for engagement. If you’ve been thinking about sending your next campaign, here are some benefits of direct mail.
First of all, a direct mail campaign has the potential to generate new leads. It has a 2.9% response rate for new prospects. This is much higher than most other marketing channels, which have a response rate of 0.9% to 0.45%. Another benefit of direct mail is that it can generate new customers and increase customer loyalty.
Direct mail response rates have increased significantly over the years. In 2016, the DMA found that response rates were up to 5.3% for house lists and 2.9% for prospect lists. This was significantly higher than the previous years when response rates had only been in the single digits.
21% less cognitive effort
According to a new study, direct mail requires 21% less cognitive effort to understand than digital media. It also elicits higher brand recall and motivates consumers to act. The study used eye-tracking technology to record subjects’ gaze and brain activity. The results showed that consumers’ subconscious minds are more likely to remember direct mail compared to digital media.
The study also found that printed information is easier to process mentally. It also took participants 21% less cognitive effort to understand a direct mail advertisement than a digital ad, which resulted in faster message absorption. This resulted in the better brand recall: the study found that people were 70% more likely to recall a brand name after seeing a direct mail ad compared to those who had seen a digital ad.
A study by a Canadian neuromarketing firm found that direct mail is easier to comprehend than digital media. The messages are also easier to remember. Compared to digital media, direct mail is also less intrusive. Direct mail can build brand recognition and brand awareness because it is physical and speaks to a target audience.
More personal than email
Direct mail is more personal than email, according to a recent study. Seventy percent of consumers believe that interacting with a brand through a letter or physical mail is more personal than an email. In addition, 80% of consumers say that they prefer to get personalized messages from brands than to receive generic pitches.
Email is fast and convenient, but users don’t spend much time looking at the content in their inboxes. They’re more likely to scan their email on their commute or on their way to a meeting. Direct mail, on the other hand, appeals to prospects at different times and in a more personal way, allowing them more time to appreciate the content. Emails have a lifespan of only a few seconds, while the average lifespan of direct mail is nearly 17 days.
People tend to be skeptical of technology these days, so they’re more likely to believe a print ad instead of an email. This trust factor increases the effectiveness of a direct mail message, resulting in more conversions. Another reason to send direct mail instead of email is that it allows you to tailor your message to individual customers. You can do this by targeting specific demographics with the mail you send. You can also create unique mail pieces for each recipient to increase the chances of your message being read.
