One of the most important and often overlooked questions that you need to be asking in the world of marketing is how much time is being given to your advertisement or distributed media? That’s because the more time you have with your prospects, the higher the likelihood to stand out amongst the clutter; creating an impression which could potentially result in a sale.
So, when considering the question of time, which marketing channel is working, and which is not?
How Direct Mail Is Dominating the Time Game
You may ask yourself, what is worse than an advertisement failing to generate leads and interest?
The answer: An advertisement that goes completely unnoticed… If no one is viewing your advertisement, than all the marketing dollars spent creating your advertisement go completely wasted. So how does direct mail come out on top in this domain?
Study after the study shows just mere seconds of attention are being paid towards digitally fed content. The same cannot be said for direct mail. In fact, a recent USPS study showed that up to 30 minutes on average is spent each day reading through mail; with minutes, not seconds, of time being spent per mail piece. In contrast, studies show that the average email receives just 15-20 seconds and the average website/landing page/banner a mere 15 seconds. In considering these options which channel would you choose?
Taking Advantage of the Time Attribute
Unlike many of direct mail’s competitors, time affords direct mail the luxury of ad copy that will be read typically in its entirety. The reason why this is important is because unlike many other marketing mediums, people will tend to read mail, through and through, instead of just skimming it. It’s important you don’t skimp over this attribute, making sure your copy counts and is relevant to whatever action you are looking for the prospect to take.
The data speaks for itself, and it’s important to listen. The takeaway here is that direct mail provides the most bang for your buck when it comes to time. For more facts and information about effectively marketing you and your business through direct mail, make sure to follow us on social media!