As a business professional, it can be hard to decide where to focus your advertising energy and investments. With the option to advertise online, in print media, or through direct mail, how do you know which is the right choice for you? If you only have a limited timeframe or marketing budget to work with, it’s important to choose a strategy with the most effective response rate and ROI.
Because direct mail is proven to be a great option for many businesses, we’ve outlined some benefits that may help you decide.
What is Direct Mail Advertising?
Direct mail advertising refers to physical mail that is delivered directly into the mailboxes of potential customers in a specific area. Direct mail can include catalogs, coupons, menus, postcards, and more. In fact, it’s the ability to get creative and customize your items that makes direct mail so versatile!
Impressive Targeting Capabilities
You can do some creative targeting to get just the right customer for your product. It can take the form of targeted lists that are delivered to specific demographics, or EDDM (every door direct mail), which is sent to all or most of the households in a neighborhood.
It’s Easy to Use and Efficient
As a marketing channel, direct mail can be very effective and not overly complicated as its digital counterparts. There is no platform to learn, no complex bidding strategies to review, keywords to exclude, placements to research or audiences to build.
Less Competition in the Mailbox
While much of the marketing world’s attention has moved to online advertising, you can benefit from the relatively low-clutter of your recipient’s mailboxes. The average person receives 2 pieces of mail per day – compared to 107 emails or 63 ads they see each day. As people get less and less physical mail, the items that they do receive stand out.
Pairs Well With Digital Marketing
Just because online advertising has a lower response rate, though, doesn’t mean you can afford to discount it entirely.
The great thing about direct mail marketing is that you can have the best of both worlds. You can reach your customers offline, while still giving them the option to connect with you online. You can include QR codes, social media links, and online-only offers.
Builds Brand Loyalty and Recall
Many customers still consider direct mail to be more trustworthy than online ads. They’re skeptical of online scams and more likely to trust a business with a physical address.
When you reach a potential customer through direct mail, you add legitimacy to your brand and help build brand recognition and trust. Use consistent colors and logos that recipients will recognize from other ads or from your local storefront.
The Tactile Value of Physical Mail
Ultimately, it all comes down to the fact that our brains are still wired to process physical items more efficiently than we process digital ones. According to writer and researcher Roger Dooley, direct mail is “easier to process mentally” and uses “21% less cognitive effort” than digital advertising. Studies show direct mail leads to a more emotional response than digital media, and can lead to improved recall and a more memorable experience.
Turn to Able Printing Services for direct mail that is done right
Able Printing Services provide you the personalized attention you need when deciding on what option works best for you. There are numerous choices and with our capabilities we can print direct marketing that is sure to deliver results. With over 60 years of experience the team at Able Printing can help you make an informed choice.