The Power of Direct Mail in the Digital Age

Advertisements are now more popular than ever in this digital age. They flash before our eyes at blazing speeds each time we search, stream, watch, read, scroll, click, or swipe. We are bombarded by advertisements on social media, where the average person spends nearly two hours per day. In fact, it’s not unusual for the average consumer to see more than 300 advertisements in a day. Even then, we as consumers have developed an autonomous mental screening process to ignore these advertisements. Research shows only about 100 out of every 5,000 and exposures have any meaningful impact on consumers. This is why it’s the right time to bring back direct mail which inherently has a more personal touch.

Researchers showed that direct mail requires 21% less cognitive effort to process than digital media, suggesting that it is both easier to understand and more memorable. Overall effectiveness showed that direct mail scored much higher than all digital channels. Further, consumers who received direct mail offers were able to recall the brand 75% of the time. For consumers who received digital-only versions, the brand was remembered only 44% of the time. This clearly shows paper can be more impactful and memorable than digital media. Direct mail also showed a greater ROI than digital media. They also note that oversized mailers, such as postcards, have the best response rates with a targeted mailing list.

You are more likely to use those coupons you got at your local grocery store or with your newspaper than hunt for coupons online. You are more likely to stop by your doctor to get a flu shot if you receive a direct mail newsletter more than an email that had no chance of being opened. Organizations that advertise through direct mail are much more likely to convince consumers to avail their services.

Marketing is about targeted effective, persuasive communication, and direct mail is no exception. Competitive research, along with an analysis of existing customer and prospect customer databases, can help advertisers build personalized ads for the ideal prospect. Direct mail provides an opportunity for large and small businesses alike. Direct mail advertisements help consumers consider things they didn’t know they wanted. Another important point is that the customer is not interrupted by social media updates, text messages, and in-app notifications and you have their full attention. Perhaps most importantly, they are “forced” to consider each and every direct mail offer. Whether they throw it into the trash or quickly make a purchase, they are compelled to look at the offer and decide what to do with it. That’s the power of direct mail in this digital era. Direct Marketing Companies like US Presort can provide you expert direct marketing solutions to help you with your business.

January 2019
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