Does Direct Mail Still Work? 4 Reasons Why

4 Reasons Direct Mail Marketing is Not Dead

Let's face the truth: marketing has expanded into the digital space in many ways. While traditional marketing techniques like TV, radio, and print advertising continue to hold importance, having a presence online is essential these days. When it comes to direct mail—something that has been around seemingly since time began—people think it's boring and outdated. But, in reality, the opposite holds true.

Believe it or not, direct mail is still a great way to reach your target audience, catch their attention, and forge a long-lasting relationship with them. Compared to emails, direct mail calls for 21-percent less cognitive effort. Recipients tend to buy 28 percent more goods after reading a direct mail. Moreover, direct mail offers a decent return on investment of 29 percent.

Here are a few reasons why this medium of communication is still alive and works well:

1. Boosts brand awareness

The most widely-cited reason behind the relevance of direct mail, despite the boom in the digital age, is its ability to generate brand awareness. Following its traditional role of disseminating information, direct mail raises awareness of a product or a service amongst people and grabs their attention. Given the fact that a piece of direct mail can cut through the distraction and reach the reader's mind, it is still a personalized way to target audiences and connect with them on a much deeper level.

2. Digital marketing + direct mail = marketing success

The above equation is not unrealistic at all because direct mail can be used in conjunction with digital marketing perfectly to achieve success. Direct mail makes communication more personal and tangible, meaning recipients get a chance to build trust in the brand. When they are paired with digital marketing, such as social media and SEO, brands can see a rise in customer loyalty. The personality of the message is enhanced, and recipients are drawn to take action.

3. Provides ease while targeting

Targeting audiences on social media is simple because there is a plethora of tools available at the disposal of savvy marketers. Factors like behavior, demographics, and interests, etc., prove useful to make targeting precise and apt. But today, the same targeting tools are available in the case of direct mailing, thanks to technology. These tools give you detailed information about the age range, household size, and household income of a particular target zone. If you have already defined your target audience clearly, using these tools for targeting recipients of your direct mail becomes a lot easier and simpler.

4. Engages all senses

One of the unique aspects of direct mail is its multi-sensory nature. Digital marketing, as we all know, hits only the visual and auditory senses, leaving the rest untouched. But direct mail makes a difference in this regard by providing a multi-sensory experience. A classic example of such an experience is interactive digital ads, which make it possible for marketers to appeal to people's sense of touch and provide visual and auditory stimuli. As such, direct mail proves more engaging when blended with digital marketing and gives people a reason to buy.

The above are just a few of the reasons why direct mail is not dead. The medium of communication continues to lure a huge population of consumers, and the rise of digital media has only made it possible for marketers to create more meaningful marketing initiatives with the help of direct mail.

Have questions about how to integrate direct mail marketing into your current marketing strategy?

Give us a call at Mail King USA. We would love to talk to you about all your options and formulate a plan that will boost your marketing ROI.