Marketers focused only on digital services want you to believe direct mail marketing is outdated. However, this couldn’t be further from the truth.
Successful marketing isn’t one-size-fits-all. It’s easy to label print marketing or direct mail marketing as out-of-style or out-of-touch, especially in a rapidly changing environment where digital marketing is continuously evolving and improving. However, the research suggests otherwise.
The truth is direct mail marketing can outperform other avenues of marketing and continues to be effective, especially when used in combination with other marketing mediums. What is it about print that makes direct mail marketing so successful?
In this article, we’ll discuss everything you need to know about direct mail marketing in 2024 and beyond. We’ll break down exactly what direct mail marketing is, then dive into its top five benefits. That way, you can decide if direct mail marketing is a worthwhile investment for your business.
What is Direct Mail Marketing?
As one of the oldest forms of marketing, direct mail marketing is exactly what it sounds like. It is a physical form of marketing where you send promotional materials to prospective customers via mail.
Today, different types of direct mail marketing include postcards, letters, coupons, catalogs, brochures, and flyers. These materials include something that identifies your business (such as a logo), a persuasive description of what you are selling, a call-to-action (CTA), and a way for your customers to contact you.
The Top 6 Benefits of Direct Mail Marketing
1. Direct Mail Marketing is More Memorable
The online world is an overwhelming, overstimulating environment where your audience is easily distracted. Competing for people’s attention (let alone retention) is short-lived at best. Direct mail marketing allows you to connect with your reader without the chaotic whir of the Internet competing alongside your marketing efforts.
With direct mail marketing, people can physically hold your print ad in their hands, slow down, and deliberately focus on the content as compared to those who read the same material online. Published studies suggest that printed marketing materials perform better for reading comprehension, recall, emotional impact, and persuasiveness.
2. Direct Mail Marketing Lasts Longer
Direct mail marketing is more visual, tangible, and physical than online advertising. For long-term campaigns, print is perfect because it offers longevity. After all, people tend to save print advertisements for longer, while a digital ad only exists in front of your audience for a short amount of time.
On top of that, print advertising continues to deliver over time, as findings indicate it continues to improve ad awareness and persuasion at five or more exposures. Digital campaigns, on the other hand, show diminished returns after four exposures.
3. Direct Mail Marketing is More Profitable
Typically, the payoff for print ads is higher than digital ones, and you know what that means – a higher ROI. For this reason, it is a great time to explore print options for your upcoming direct mail marketing campaign.
Also, direct mail marketing leads to more purchases. The Data & Marketing Association revealed consumers engaged with 96% of direct mail, and it recorded a generous 9% return on investment in 2019.
4. Direct Mail Marketing is More Engaging
You cannot touch or feel an email. You can only see it. With direct mail, all your senses are equally involved, piquing interest in your business’s products and services. In fact, many are surprised to learn how engaging direct mail marketing can be.
According to the 2023 ANA Response Report, direct mail marketing delivers a 43% response rate, an increase from 37% in 2018. What else do you need to know? Direct mail open rates can reach up to 90%. Numbers like that are hard to ignore.
5. Direct Mail Marketing is Trusted by More Consumers
Print marketing is almost synonymous with trust. According to a study by USPS, 82% of millennials view print advertisements as more trustworthy than digital advertising. Interestingly enough, another study found that 82% of internet users trust print ads when making a purchase decision.
What’s the least trustworthy advertising medium, then? People find online and social media advertisements to be the least convincing, credibility-wise. This isn’t particularly surprising, given that digital marketing is more commonly associated with a fear of getting scammed or exposed to viruses.
Direct Mail Marketing: Is it Worth the Investment?
The fact is, direct mail marketing isn’t dead, outdated, or ineffective. It has evolved and adapted to meet the expectations of today’s customers. If anything, it is more alive than ever.
With so many other businesses neglecting the power of print, you can stand out. Your business would be missing out on a unique opportunity to shine, as print is the key to an effective marketing campaign.
At the end of the day, it’s important to create access to your business both online and offline, especially if your business exists in the real world (and not just online). The research clearly supports the benefits of incorporating direct mail marketing into your marketing strategy in 2024 and beyond.
Engage Prospects and Customers Offline with Direct Mail Marketing
At Envision by Design, we create professional, well-designed print materials to engage your audience, communicate your message, and make a stellar first impression. With direct mail marketing, you can finally take your marketing to new places.
Ready to get started or want to learn more about direct mail marketing? Or maybe you have questions about our graphic design services? Contact Envision by Design for a free consultation today!