In this day and age, it may come as a surprise to learn that digital advertising does not attract quite as much attention as is generally thought. But it’s true. Despite common perceptions, the Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% response rate, compared to email's average response rate of 0.12%, and there’s just one simple reason…
People are overwhelmed by the endless junk that is filling up their inboxes. Continuously bombarded with unsolicited marketing emails, they are no longer taking the time to look through it all, but are skimming or even ignoring it.
The result is, with the knowledge that people no longer have full letter boxes, there has been a turning back to the more traditional option of direct mail. As stated in Print Monthly, ‘Marketers are beginning to realise the value of print as a commodity and how much of a large attraction good quality print is, to their own customers’. And it works! Here at Blake, we look to encourage others to see the value of this not so diminishing traditional marketing method.
People today are becoming more receptive to direct mail, and appreciate the ability to physically receive and handle tangible objects: in fact, it has been proven that people value something they can see and touch 24% more highly than something they can only see! The tactile nature of printed mail allows it to connect directly with customers and increases its level of credibility too, as it is not something that can be deleted by the simple click of a button.
So, what is the key to getting the most out if direct mail?
Personalisation is the answer. It is absolutely key for the marketers to be able to target, analyse and strategize the specific needs and desires of their user, allowing them to target specific segments with personalised messaging and specific mail pieces. Not only does this engage the attention of the individual targeted and make them feel more valued, but it is also more likely to be passed around and shared, offering greater trust in brand longevity and reach.
For more information, speak to our Sales team here, who will be happy to help!