Two Sides Says Direct Mail Provides Opportunity for Brands to Cut Through the Noise

Due to the COVID-19 crisis, digital marketing has risen even more than expected. Still, with all the companies trying to reach consumers electronically, it's starting to build a digital clutter. Some businesses have looked to the past for inspiration, and began utilizing direct mail marketing instead. By providing a psychical copy of a brand through the mail, customers may be more inclined to try their products. Since most brands strictly adhere to the digital marketing route, there is also less competition.

Key Takeaways:

• Because of changes due to the pandemic, direct mail is more effective than ever right now.
• Brands should deliver carefully targeted direct mail campaigns right now.
• Start your campaigns early so you can get in before other brands start marketing again.

"And with the rapid decline of experiential marketing, many commentators are seeing an opportunity for direct mail."

Read more: https://www.printingnews.com/events/covid-19/press-release/21132432/two-sides-two-sides-says-direct-mail-provides-opportunity-for-brands-to-cut-through-the-noise 

What are the Advantages of Direct Mail?

There are many advantages of direct mail if you are a marketer. First, direct mail allows you to send your advertisements directly to your target customers. This is a great way to save money as you aren't wasting advertisements on people who have zero interest in your product. Since direct mail will include a physical piece of mail, this allows for a greater chance that the customer will keep the advertisement via pinning it to their fridge. Finally, when you use direct mail marketing it allows you to promote a big sale and get that information to your customer base with enough time for them to prepare.

Key Takeaways:

• Direct marketing mail allows you to reach people that need the product that you're selling. There is no middle man involved.
• You also can save money by using direct mail as you are then controlling who is seeing your advertisements.
• Direct mail marketing allows you to customize your ads to your specific audience, which will probably help with leads.

"You no longer have to waste money on reaching customers who aren’t interested in your business through television, billboards, radio, and newspaper ads."

Read more: https://www.datamasters.org/advantages-direct-mail/

Direct Mail Marketing: 30 Expert Tips and Insights on How to Deliver a High Converting Direct Mail

Snail mail is still useful in the marketing world, you can actually keep good communication between yourself and people this way. The way to get people to sign up for your mailing list is to entice them by offering them something for free that they can actually find useful. Make sure the form for their information isn't too long, if it's too long people are less likely to fill it out. You should also send yourself one of your mailers so that you can see what exactly it looks like.

Key Takeaways:

• Post cards are very cost effective as more than half of people who receive them actually do read them. They are also very cheap and can be bought in bulk.
• Tell a compelling story as this will make your readers think about you and your story and not see you as just a marketer.
• Make sure to proofread as you want to come across as a professional business/content creator. Misspelled words and poor grammar will make you come across as an amateur.

"Even with Postalytics helping to speed up the standard production time of direct mail, there are still many tips and tricks to keep in mind while building a campaign."

Read more: https://www.postalytics.com/blog/direct-mail-marketing-30-expert-tips-insights-deliver-high-converting-direct-mail/

The Comeback of Direct Mail

The future of direct mail is a mixed bag. On the one hand, social media and electronics have become a faster, easier and cheaper way to reach people, and in the recession a little over 10 years ago, direct mail dropped in popularity. On the other hand, direct mail still is a good way to impact people with a message in a way they can hold in their hands and easily pass on to others. So, it will continue to be a method of advertising.

Key Takeaways:

• The recession in 2009 led to lower marketing budgets, which reduced the level of direct mail sent by businesses.
• Three-quarters of direct mail volume comes from commercial printers and specialized direct mail printers.
• Direct mail is critical because it is tangible, drives the call to action, is easily tracked and offers the highest conversion rate.

"Direct mail remains an important tool for businesses to reach new and existing customers and a pivotal application for the USPS and for a broad sector of the printing industry."

Read more: https://documentmedia.com/article-2555-The-Comeback-of-Direct-Mail.html

As Purchase Habits Change, Impact Of Direct Mail Remains

During the current pandemic, many businesses and consumers shifted their shopping transactions to online platforms. For the first time ever, online sales topped physical store sales. As a consequence, websites and apps are playing much bigger role in the way consumers make decisions. The traditional advertising channels use is rapidly falling as shown by declining marketing budgets for these advertising options. Direct mail is the only exception to this trend and it still generates a higher response rate than digital channels. This effect is further amplified now when most consumers spend a lot of time at home where direct mail is usually sent to, but by understanding the customers’ needs marketers can ensure the survival of direct mail even in the post-pandemic world.

Key Takeaways:

• As customers become more skilled at navigating informational sources, they spend less time shopping overall.
• Direct mail generates a greater response than email, social and paid search.
• During the pandemic lockdown, many people are looking forward to getting the mail each day.

"Overall, 70% of people from all demographics are seeking out more information about purchases than they did five years ago."

Read more: https://www.mediapost.com/publications/article/351712/as-purchase-habits-change-impact-of-direct-mail-r.html

Reasons To Still Use Direct Mail

The secret to using direct mail marketing effectively is to make the mailing so compelling that customers feel they have to pay attention. One advantage of direct mail is the large amount of information that can be included. Additionally, unlike TV or radio ads, a direct mail item can be put aside to be read when time permits. Direct email marketing campaigns are relatively inexpensive. For traditional mail, you can usually obtain a bulk discount from the post office.

Key Takeaways:

• The key is to make the mailing so appealing that recipients feel compelled to pay attention to it.
• Compared to TV ads, direct mail has fewer constraints on the amount of information that can be included.
• Direct email marketing is inexpensive, and with traditional mail you can receive a bulk discount from the post office.

"Direct mail has a longer shelf life than say a commercial on a radio, as a leaflet can be put to one side and read later when time allows."

Read more: https://www.cityofelcenizo.com/reasons-to-still-use-direct-mail/