4 REASONS DIRECT MAIL IS STILL RELEVANT

Think that snail mail can no longer keep up with the fast-paced and ever-changing world of marketing? Think again. Direct mail is proving now more than ever that it is a relevant medium that should not be passed by.

With so many marketing channels competing for the same customer, it’s crucial to foster the type of personal connection that leads to a sale. Though direct mail is thought of as being an ancient form of advertising in the digital age, it might surprise you to find out that it’s still a front-runner in ROI thanks to its ability to physically and emotionally engage with consumers. So, how does this marketing veteran keep at it after all these years?

1. People like tangible marketing
   First and foremost, we know that people enjoy mail. An Epsilon Channel Preference Study found that 59% of American respondents and 65% of Canadian respondents enjoy getting postal mail from brands about new products. Unlike email and other forms of digital marketing, direct mail’s communication is tangible. This is especially important because it creates a deeper relationship with the consumer. In a studyconducted by Royal Mail MarketReach, researchers found that 24% of people value something they can see and touch more highly than something they can only see – and 57% of people claim that receiving mail makes them feel more valued.
2. It’s a format that consumers trust
   Direct mail has sustained itself as a trusted form of marketing throughout the years. In an age where people are increasingly becoming more hesitant about digital information breaches, it is much more difficult as an outside source to reach the personal level of connection with consumers necessary to transfer into a sale. A direct mail campaign composed with a personal touch encourages consumers to trust the brand.
3. Direct marketing offers specific targeting
   Direct mail campaigns also have the ability to target very specific audiences. Customized mail lists allow for a high level of filtering to ensure that the most relevant demographic receives the branding message. As expected, the result of the targeted individuals receiving applicable marketing leads to higher sales leads and greater ROI.
4. Old dogs can learn new tricks
   Direct mail is constantly reinventing itself to modernize its approach. One of the many benefits of direct mail is that it can feature creative ways to stand out to customers. Whether it is through vivid paper, creative cutouts, fancy lettering, or clever ways to send product samples, direct mail has the ability to engage the customer in new and refreshing ways.

Direct mail’s long-standing proficiency of engaging the customer builds the foundation for the type of personal rapport that leads to the final purchase and higher ROI. Direct mail proves time and time again that, despite the ever-changing world of marketing, it consistently deserves a spot in your current marketing plans.

If you want to get started with a direct mail campaign to grow your personal relationship with your customers, contact our full-service agency today to learn more about Conduit, our marketing software tool, and receive a free demonstration.