We live in a fast-paced world where the internet is now embedded in our daily lives, it’s with us round the clock, on our phones, computers and televisions, its inescapable. As a business owner then, it would seem logical to place an online ad, increase your footprint on social media, or focus on building your business through an email campaign to a list of customers, in order to get the best results.
However, if you are ignoring or forgetting direct mail, you may be making a big mistake.
According to JWM Business Services, in a campaign involving 100 pieces of mail, two to four people can be expected to respond, and half of that number to make a purchase. As per email response rates, its only 0.12% for email (Association of National Advertisers)
The ANA found that on average Direct Mail response rates were anywhere from 10 to 30 times higher than that of digital campaigns.
But why is that the case?
Some claim its due to overwhelmed inboxes cluttered with emails, more aggressive SPAM filters and they may be right.
But I think its something more basic, Direct Mail is tangible, its physical, its real. Being able to touch, feel the weight and its dimensions. Direct Mail can be personalized and custom made to target customers. Changes in printing technology now allow all manner of shapes, textures, and colors.
In contrast, emails are impersonal, cheap to send and easy to ignore and set aside. They still have their place in targeted campaigns and to support your other marketing efforts but head to head, direct mail still delivers superior response rates.
For the foreseeable future it would seem that Direct Mail is not just alive but thriving.
If you would like to see what Direct Mail can do for your company, give JR Direct a call and we will be more than happy to assist you with any part, or every part of your direct marketing campaign.
