Direct mail has stood the test of time, and with good reason. There are many benefits for choosing direct mail over the other marketing alternatives. With that being said, we decided to name a few of those reasons here.
So without further ado, here are the 15 reasons why you should use direct mail marketing.
1. Direct Mail is Highly Targeted
One of the most effective parts about direct mail marketing is that it can be extremely targeted to households and individuals in local areas based off of multiple layers of segmentation criteria.
2. Direct Mail is More Personal
In today’s digital landscape, digital personalization has lost its flare; when every email and digital ad attempts to reference your name, and more often than not, gets it wrong.
Maybe that’s why “70% of Americans say mail is more personal than the internet” (Source). Direct mail engraves a message tailored just for your audience. It makes people feel special, in a way that only a direct mailer piece or letter can.
3. Direct Mail is Tangible
Direct mail gives people something to hold on to, which is unique and important in this digital era. Being able to touch, open, and experience direct mail, makes it a more sincere experience.
4. Direct Mail Stands Out
It’s very noticeable when you receive something in the mail, and in fact, many people look forward to checking their mailboxes when they get home. Seeing the bright colors, intriguing messages, and cutting open the mail to see what’s inside is all part of what makes direct mail stick out from its counterparts.
5. People Admire Effort
People take notice at direct mail for the effort it takes to produce it; great direct mail pieces make people look twice (Source).
6. Direct Mail Lasts Longer
80% of people say they can remember direct mail that was sent to them for up to a month! Unlike the digital alternatives, direct mail typically stays in the household after it’s been received; leaving the opportunity for larger impressions and better engagement levels.
7. People Read Direct Mail
Over 90% of households bring in their mail every day, and people spend on average 25 minutes reviewing all of their mail (Source). You can rest assured people are at least reading your mail pieces as opposed to overlooking it in the digital realm.
8. Direct Mail Has Great ROI
On average the DMA states that, “direct mail advertising gives a business a 13 to 1 return on investment” (Source). Although it’s often very difficult to calculate the precise ROI of any given marketing campaign, the long tested record of direct mail proves to be a profitable one.
9. Direct Mail Ranks Highest in Authority
Direct mail outperforms all other marketing alternatives when it comes to authority (Source) ; for formal and professional services, this can prove to be quite the advantage as being perceived under that expert light.
10. Direct Mail has the Greatest Levels of Engagement
People interact best with direct mail because it’s right in front of them. People are checking their mail and spending up to 25 minutes daily (Source) reading it, giving mail engagement levels like no other form of marketing.
11. Direct Mail Offers Less Spam Than Digital
With email accounts now consisting of well over 70% spam (Source), it’s no wonder why direct mail is making more sense than ever to gain those more impactful responses.
12. Direct Mail is More Formal
Mailers offer the ability to present information in the most formal matter, whether with a letter, or a stylized invitation; mailers are subtle and professional.
13. People Hold Onto Direct Mail
People will hold onto their mail for months before tossing it away, giving you the extra impressions to create a meaningful engagement with your customers.
14. People Trust You More With Direct Mail
Trust is such an important part of marketing and selling both your product, and yourself. With direct mail, one of the added benefits is the trust component, as stated by contributing writer at Entrepreneur.com, Craig Simpson, when he says, “People are suspicious and careful in the online world. This caution is entirely to the detriment of your sales message” he goes on to add, “Consumers are bound to trust your direct mail sales piece more than they would a suspiciously fancy email.” (Source).
15. Influences Purchasing Behavior Over Other Alternatives, Especially in Baby Boomers
In a recent 2015 study released by Watershed Publishing, direct mail ranked the highest for influencing purchasing decisions among Baby Boomers (Source). If your target market falls into this Baby Boomer demographic, you should undoubtedly be considering direct mail for your next marketing campaign.