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/