Macromark Weighs in on Study Showing Relevance of Direct Mail in Digital Era
Macromark (www.Macromark.com), a progressive direct mail company specializing in acquisition, retention, and monetization, is weighing in on a study showing the relevance of direct mail in the digital era.
In 2015, the number of daily emails rocketed to 178 billion. By the end of 2016, that number is expected to rise to 192 billion. Both are nearly astronomical figures and show how digital channels have become a dependent platform for marketing. However, approximately 171 billion pieces of mail have been sent over the past year. Not only is this figure large enough to show businesses are still utilizing direct mail marketing, but it also shows there’s a lot of opportunity to engage consumers on a platform that is not nearly as saturated as email. (Source: Kostora, N., “Are Direct Mailers Viable in the Digital Era,” ACHR News, February 8, 2016; http://www.achrnews.com/articles/131726-are-direct-mailers-viable-in-the-digital-era.)
“Looking at these numbers side by side, you get so see how businesses can really capitalize on the potential of direct mail marketing,” says Dave Klein, president of Macromark. “Something like email marketing is certainly effective, there’s no questioning that. But when it comes to efficiency, these figures clearly show that emails are being sent out at a pace with which even the most well-intentioned consumer can’t possibly keep up. Direct mail is the precise opposite.”
A Pew Research Center study showed that of the 15% of Americans who don’t use the web or email, 33% state that it is because it’s irrelevant to their needs. Scientific studies have backed the theory that people inherently engage more acutely with physical mail pieces than they do with digital content.
“That’s a huge part of the allure of direct mail,” Klein continues. “Just being able to engage more of the senses gives direct mail an advantage over other forms of marketing. Add to it the fact that many people feel more secure in responding to direct mail, particularly in the financial and health sectors where privacy is always a concern.”
Experts say that in sending out direct mail pieces, it’s important to be sending out pieces that generate or maintain top-of-mind awareness (TOMA). They suggest that TOMA’s value is in creating long-term returns rather than garnering immediate feedback.
“The thing about direct mail is that it is also changing. It’s been consistently changing over the decades and Macromark has been able to stay on top of all the trends,” Klein adds. “Being in business for three decades isn’t easy. We know what it takes to be successful and have helped our clients reach their targets more effectively than others.”
Macromark Inc. specializes in providing targeted and relevant consumer and business lists used for prospecting, lead generation, and direct marketing sales. The company is one of the largest direct mail and targeted-list brokers in the U.S. and provides additional services in e-commerce, insert media, print media buying, and database marketing services.