From applying for a home loan to contacting friends and family, almost everything is done online. Seeing how dependent humans are on technology these days, you would think that online ads (pay-per-click, email, etc.) would have a much higher response rate than old-fashioned direct mail.
But that isn’t the case at all! In fact, according to the Data & Marketing Association, direct mail has a response rate 5 to 9 times greater than any other advertising medium. How can that be? What could be the reasons behind direct mail’s lingering success? Check out these three possible explanations.
Less Competition
The United States Postal Service says that the average household receives about 157 emails per day but only 2 direct mailers. Customers are so inundated online with ads that none of them stand out from the rest. In contrast, direct mailers are few, so it’s not as difficult to take time looking at each one.
In other words, your direct mailer would have very little competition vying for your audience’s attention. It is worth the marketing dollars you invest to help your business make a lasting impression.
More Interaction
When you get spam or advertising emails, getting rid of them is as easy as a few clicks or taps. They are gone in a flash! With direct mail, there is usually more interaction. According to a survey conducted by MarketReach, 75 percent of direct mailers stay in the household for four weeks and are revisited an average of five times. That means you could get an additional four interactions with a potential customer for free!
The more exposure your business gets in front of your audience, the more likely they are to visit your website, contact you, or come in and become customers.
More Trust
In a study conducted by Marketing Sherpa, 1,200 customers were asked about their trust in various marketing media. According to this study, the third most trusted medium is print ads received in the mail. This could be because a postcard gives your audience something tangible, real evidence that your business is legitimate.
Knowing this information, you can create a direct mailer that elevates your business in the eyes of recipients, potentially leading to more responses and more conversions.
In the end, some things are best done digitally, but then again, others should still be done the old-fashioned way. The success of direct mail proves that! So, consider creating and mailing a postcard for your small business today.
About Strategic Marketing Solutions
Strategic Marketing Solutions offers a wide range of marketing services for small businesses, including direct mail, search engine optimization, sign printing, and more. We believe in transparency and accountability to our clients, showing them the value we add to their bottom line. If you would like to learn more about our services, contact us here.