In a majority of industries, direct mail marketing stands out more than emails simply because you don’t get as many as you used to. Direct mail is a great way to make your prospects feel a personal connection, get leads to your website, let people know to buy online, or help you collect information such as email addresses. The point is: direct mail isn’t going anywhere, and you should really consider using direct mail in your marketing plan to get the best results.
Let’s take a look at direct mail versus email:
When sending emails, it’s so hard to stand out these days. I go through personal emails once a day, and sometimes I will go a few days without checking. By the time I get to my emails, I have nearly 100 emails in my inbox! How do you expect your email to be the one email that stands out to me, which I’m going to open, let alone read? You could use all of the tricks in the book, the best subject line or headline, the attachment, the photos, but that doesn’t ensure that your email is going to be opened.
With direct mail, you have the opportunity to stand out in amazing ways, and the statistics don’t lie. Epsilon did a multi-year study in which they found that 73% of US consumers said that they prefer direct mail because they can read the information at their own convenience. You just can’t get that with email. Yes, you can flag an email, but when you have 100 more coming in the next morning, are you ever really going to get to the point that you sit down and read that email? Epsilon also found that 62% of Americans actually enjoy checking their mailbox – the same cannot be said for emails, in fact, most people dread checking their email inboxes.
Of course you need to take the right steps to ensure that your direct mail stands out. For example, at DME, we use our knowledge from the past 30 years to help your business stand out from the crowd. Let us help you create something special for your prospects and customers that will connect with them on a deeper emotional level, which in return will receive a much higher response rate. Drop us a line and let’s talk about how we can help your company deliver the best possible message to your prospects. Check out our last article, Content Marketing.