Direct Mail is NOT Dead

In a world full of digital messaging channels, is direct mail still a viable tool? The answer is simple, yes. Direct mail marketing is alive and well.

While we don’t discount the advantages of email marketing, traditional direct mail delivers a physical bond to your brand that email can’t. In a recent study conducted by the DMA (Direct Marketing Association) direct mail generated more interest from prospects and was 10 to 30 times more effective than email. In addition, according to the US Postal Service, data shows that 98 percent of people check their mail daily unlike the potential “select all” and “delete” in an inbox.

Benefits of direct mail:

• Its tactile nature helps prospects connect with your brand and leaves a lasting impression
• It’s highly targeted
• Cuts through the digital clutter of email, allowing you to focus your attention vs. seeing another email pop-up in your inbox
• Has a longer shelf life vs. email
• Safer than spam
• Increases “open” rate of email when sent close together
• Ability to personalize
• Supports other marketing efforts
• Flexible – postcards, letters, samples, etc.
• Provides introductory feature – calls will not be cold

Direct mail can help to grab the attention of prospects by communicating products and services. It allows you to focus on targeted audiences making it more cost effective than sending to entire markets. A direct mail campaign can help build relationships and engage audiences to learn more or take action.

Direct mail can also be special and unique, from postcards, letters, and newsletters to impactful mailers, offering educational and helpful information. Direct mail can make a lasting impression so when customers are ready to purchase, they’ll remember you.

Create your piece to reflect your brand. Differentiating your piece can help it stand out from every other mail piece. Keep the messaging to one purpose and provide several ways for prospects to respond. And, keep in mind that direct mail is not a single solution. When executed effectively, direct mail can be a highly successful communications vehicle as part of your overall marketing strategy.

If you’re ready to embark on a direct mail campaign and are seeking a successful solution, talk with us, we can help. Contact Tina Bellanca at 717-569-8826 x 29 or at tbellanca@lmiadvertising.com.

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