Bubbling beneath the surface, direct mail has been making noise. Despite the dramatic shift in digital marketing, direct mail has not only maintained its volume, but it’s actually slightly grown. In fact, just in this last month alone, Salesforce announced a new partnership for a direct mailing initiative. They wrote about it in their blog post titled, “Direct Mail Is Having a Renaissance in Marketing. Here’s How to Capitalize On It”. In that same time-frame, The Marketing Cloudcast released their latest podcast titled: “How to Capitalize on the Print and Direct Mail Renaissance”. So why all the buzz, and why should you be paying attention?
Direct Mail Has Science Backing It
One of the first things to be said is the fact that direct mail is one of the most time tested marketing channels out there. In fact, one could argue that with the advent of the printing press, direct mail was the first marketing channel to ever emerge on the scene! But since then there has been a lot of documentation and science to back it up. Outside of ROI and Response Rate Data one of the most compelling scientifically backed finding’s was the impact print had over digital.
In a study that has since been replicated by the USPS, it was found that direct mail had a deeper neurological impact on the human brain. When participants of the study looked at a physical piece versus a digital piece of the same exact kind under an MRI, it was found that the physical piece activated deeper emotional channels in the brain. These same areas of the brain are responsible for higher recall and emotional response.
Direct Mail Is Standing Out In The Digital Age
The constant bombardment of online content and online advertisement is diluting the value of almost all online marketing channels, and it’s only getting worse. When considering direct mail versus something like e-mail for instance, it’s been reported that the average American is now receiving over 130 emails a day. Compare that to just 2-3 pieces of a mail a day and you start to see the power direct mail can have in the digital age.
Successful Companies Are Utilizing Direct Mail for Onboarding
With the advent of search engine marketing, and the complete breakthrough with game changing apps like Uber, you would assume that these digital companies would be all in on digital marketing right? Well in fact both of these companies have been utilizing direct mail aggressively. In the case of Uber, they send out direct mailers all over the country with codes to onboard new customers daily. But Google? Really? Yes, in-fact Google went all in on direct mail marketing as well to get businesses to use their advertising network. They do this by sending businesses coupon codes (similar to Uber) giving them ad credit as an incentive to start marketing on their search engine.
(Uber – Image Source: http://www.targetmarketingmag.com/article/uber-gets/ Google – Image Source: https://themalcolmauldblog.com/tag/google/ )
These are just a few of the examples of completely digital companies utilizing the great channel of direct mail for success, but here is an another amazing example of a lending company that has successful utilized direct mail in 2015 to become one of the largest lenders in the United States.
The company’s name is Prosper, at one point Prosper was spending around 90% of their marketing budget on online marketing SEO and SEM. The company has since defied all growth expectations by turning around and using direct mail to become a 8 billion dollar lending giant! In fact The Wall Street Journal did a cover on the incredible growth of Prosper using direct mail.
Why Direct Mail Will Continue To Make a Bigger Impact
Marketing isn’t about chasing fads, it’s about getting results. As more and more marketers enter into the online marketing domain, fewer marketers are focusing on powerful old-school channels like direct mail. This is leaving open big opportunities for companies to take advantage of by focusing their marketing efforts in it.