Back to Basics: Why Direct Mail Advertising is Here to Stay

Direct Mail Campaign
Credit: PetaPixel

So let’s face it, the world is becoming a more digital place every day.  First of all, technologies that were once thought of as the stuff of Sci-Fi  are quickly becoming a reality. From cupcake ATMs to self-driving cars to Virtual Reality devices available on Amazon. The times they are a changin’.  But while 2018 may be just around the corner,  let me be the first to say: direct mail advertising is here to stay. 

 According to a recent study, 77% of Americans own smartphones, up from 35% in 2011, an impressive gain in popularity in just a few short years.  Because more and more consumers are now on Social Media platforms like Instagram and Facebook, many companies have wasted no time making the switch to online advertising.  

 Clearly, how we market is changing, but businesses are still asking the same age old questions.  How does a business successfully generate new leads, convert those leads into sales, and grow a loyal base of customers ALL while not completing breaking the bank? It’s a delicate balance. Digital advertising has definitely helped many companies get their name out there, but it has not completely replaced good old fashioned tangible mail.  Heres why: 

The Top 5 Advantages to Direct Mail Advertising in an Ever Increasingly Digital World:
1. It’s personal, baby.

Direct mail is personal and highly individualized. Many companies use technology that addresses each piece of advertising mail to a specific person, rather than “to the current resident.” We may have the internet at our fingertips but humans are still very relational creatures. 

2. Right on target

Direct mail is precisely targeted. Businesses purchase targeted mailing lists from companies containing only individuals whose information meet their specific criteria of demographics. This increases response rate. It’s a win win.

3. Tangible

It’s a universal truth. People still love getting mail. InnoMedia, Inc., recently published a study of 1500 households in America. 56% of the people who participated  reported receiving direct mail as a “real pleasure” and 67% said “mail is more personal to them than the internet.” Email advertisements often go straight to the spam folder, but a piece of direct mail is much more likely to be opened and read.

4. Creativity wins

Direct mail advertising is an incredibly diverse field of marketing. From brochures, pamphlets, and colorful postcards, to innovative three dimensional mailers. (See image above). Direct mail engages customers in unique ways that email marketing simple can’t.

5. Brand awareness

Brand awareness is one of the most vital components to a company’s long term success. So every time a potential customer sees an ad for your business they’re getting a small piece of the story you’re telling.  Consequently, physical advertising mail is an incredibly powerful tool for sharing your company’s narrative.  

 

In conclusion, despite advancements in technology, theres really no replacing good old fashion direct mail advertising. Besides, who wouldn’t love to get this super cool cardboard record player in the mail? Genius!

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