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What’s
a more effective marketing medium -- direct mail or social media marketing?
What
gets more eyeballs on your brand -- a banner ad or a direct mail postcard?
You
might be surprised to discover that both scenarios favor direct mail. In fact,
direct mail has a higher response rate than virtually any digital marketing,
clocking in exponentially higher than trendy marketing platforms like email and
social media. While direct marketing isn’t exactly the newest and most
cutting-edge medium, it’s certainly one that resonates with customers.
What’s
so special about direct mail, though? Why embrace a decades-old platform in
this era of technology and convenience? Why go offline when everyone else is
going online? What’s the best way to reach customers through direct mail, and
what benefits can you hope to receive through direct mail?
Let’s
take a look at direct mail. We’ll look at where the medium is, why it works so
well and how you can incorporate it into your existing marketing strategy.
There
are two problems with this approach. The first is that the tastes of online
consumers are changing. They don’t want the standard one-way advertisement that
is so synonymous with marketing. People want to feel like they’re part of the
brands they support, and increasingly, they’re not getting that feeling. Daily
email blasts from companies, banner ads that display items someone looked at a
week ago and ill-conceived attempts at predictive marketing have only served to
alienate customers instead of engaging them.
Digital
marketing is a highly saturated space. Think about it -- digital advertising is
everywhere.
Everywhere you go, there’s an ad waiting for you -- and that’s even if you’ve
got an ad blocker installed. Your email is full of pitches from companies that
you’ve ordered from in the past. Your social media feed contains messages from
brands that you follow. Websites have banner ads, and e-commerce websites are
entirely sales-oriented. There’s no escape for consumers.
And
that’s where good brands get hurt. Because people are so wary of advertising
these days, they automatically tune these messages out. Consumers mindlessly
skip ads before YouTube videos. They cancel their cable subscriptions so that
they don’t have to see ads. They create email accounts specifically designated
for email signups, enabling them to avoid the months-long deluge of emails that
follows the coupon they actually want.
But
physical mail? People actually look at that. Direct mail open rates are as high as 90 percent.
Consumers check their physical mail every day. They hold the items they receive
in their hand. They read each item carefully. The important items end up on the
fridge, in a pocketbook or on a corkboard. These items are kept so that they
can actually be used -- which is the entire point of marketing.
These
direct mail pieces accomplish something most digital marketing messages fall
far short of. They lead directly to sales. That’s what awaits your company if
you adopt direct mail marketing.
This
skepticism highlights perhaps the best part of modern direct mail. Contrary to
the perception of some, direct mail in today’s world is much more than blasting
the same expensive mailer to everyone on your list. In fact, you can
incorporate much of the same data-driven marketing you already use into your
direct mail strategy. This gives you the segmentation and analysis that makes
digital marketing so convenient for businesses, only in a medium that cuts
through the digital clutter and results in more sales. It’s a perfect solution
in a world where digital fatigue is very real.
There’s
a lot you can do to customize your direct mail offerings. It’s a wide spectrum,
ranging from different mailers for different segments to individualized
catalogs for each member of your mailing list. And if you’re so inclined, you
can use the data from your digital marketing initiatives to build a wide range
of individualized and segmented direct mail campaigns. But direct mail doesn’t
have to be overly complicated. Your direct mail strategy can be as intricate or
as simple as you’d like.
A
popular tactic in modern times is a direct mail postcard. This gives the
consumer some basic information and, in many cases, a money-saving offer that
entices the recipient to save the postcard. The business may also choose to
include a QR code that shoppers can use to access the company’s website. It’s a
great way to communicate important information or offers without bogging down
the customer with too many details.
The
strategy you’ll use for your direct mail postcard depends on your industry and
your goals. There’s no right or wrong answers here. As long as you’re receiving
positive results in terms of response rate and customer engagement, you’re on
the right track.
All
of the options below are available right here on our website. Simply
select an option, set your postcard size, upload an image. Your desired targets
will have your postcards in no time.
There’s
never been a better time to embrace direct marketing. And fortunately, it’s
never been easier for businesses to enter this medium. Click here to get started.
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