- On March 9, 2023
In the modern world, privacy and security concerns affect practically every facet of how customers interact with marketers. While consumer data privacy and cybersecurity gather much attention, what occurs in one channel affects others.
It’s crucial for marketers already involved in direct mail, or those thinking about doing so, to comprehend some of the more complex privacy and security concerns that may not always be apparent at first glance.
Why is Direct Mail Still Result-Oriented?
Marketing via direct mail is nothing new, and direct mail campaigns have been used for millennia. The first widely recognized instance of direct mail marketing occurred in Egypt in 1,000 B.C.
But, because of the development of the internet, digital marketing, and email, businesses can now quickly market to thousands of people. Email does away with the necessity to find high-quality products continuously, package them, and transport them to the post office, then attempt to compute the ROI after the direct mail has been sent. There is no cap on the number of emails you may send simultaneously, and email is substantially less expensive than direct mail.
Is Direct Mail an Effective Technique?
Why do some businesses continue to invest in a more costly and time-consuming customer marketing strategy like direct mail? The simple answer is: it still functions!
Despite the additional work required for direct mail marketing, it has a response rate that is more than 30 times higher than that of email. Additionally, compared to only 45% of consumers who claim to deal with email promptly, 79% of consumers will take rapid action on direct mail.
Also, direct mail can forge a more sincere two-way relationship between the customer and the brand. According to PwC, 57% of people say that receiving mail helps them feel more appreciated. Customers are more inclined to stick with a brand when they feel valued. More than ever, building brand loyalty is essential, given that 50% of a brand’s highest-spending customers also use its competitors’ products.
When examining all the available statistics, it is clear why direct mail is a tried-and-true method for fostering long-term customer relationships and providing consistent revenue growth.
Direct Mail is Trustworthy
Direct mail is an established media outlet. We may be using common sense, but it is more authentic when we receive mail. Reading a postcard or opening an envelope poses no risk to your personal information.
In addition to being safe, many customers like receiving mail from reputable companies. In a poll conducted by Epsilon, 59% of participants said they welcomed and enjoyed receiving mail from companies informing them of new products.
Finding the correct channel mix and using integrated strategies are essential for effective marketing. Much uncertainty and dynamics are constantly shifting, necessitating even more data-driven marketing from shrewd marketers. Direct mail is a secure and efficient way to stand out. Over 90% of direct mail is opened, compared to 20% to 30% of marketing emails, according to the Data & Marketing organization.
Benefits of Direct Mail
Consumers trust direct mail, a potent channel with the correct message and offer. Yet, the security and well-established privacy regulations and rules, which are crucial to comprehend the direct mail channel, form the foundation of that confidence.
1. Less Intrusion
What number of emails do you receive daily?
There are 2.4 billion emails sent every day around the world, and the average office worker receives 120 emails every day. Despite the enormous numbers, email marketing is where you must compete if you want to compete.
Remember that around 50% of emails are spam, which makes people ignore them. According to Statista, only 18% of marketing emails are opened, meaning that 82% of them go unread.
On the other hand, direct mail is less bothersome and simpler to read. If a user only receives three or four pieces of mail per day, it takes much less time to look at everything than if they receive 50 unread emails.
2. Easy to Understand
Consumers highly trust direct mail for a scientific reason, which concerns how simple the material is to understand.
Canada Post data indicates that direct mail increases brand remember because it requires 21% less work to process the content.
Since being able to touch the advertisement makes it simpler to remember, direct mail‘s physical component also helps to increase brand memory. Generally, direct mail outperforms internet marketing regarding customer recall by 70%.
3. Gives Personal Touch
Since you already have access to crucial details like the recipient’s address and name, personalizing your direct mail advertising is simple. These components make it simple to customize the mailer’s interior, and variable data printing allows each mailpiece to get its unique personalization. Even the visuals in the mailing can be customized by some direct mail printers, enabling things like tailored maps to the store closest to that address.