Reasons to Consider Direct Mail over Email Marketing
Being a marketer is a never-ending cycle of finding ways to put your product or service in front of the right customer. The last two decades have seen email and digital marketing surge. Throughout all of that, direct mail marketing has found a way to still outperform these media when it comes to engagement.
Email, particularly, seems to be all marketers are talking about. And of course, there’s nothing wrong with that. Email has proven effective and does have its advantages when it comes to communicating with consumers. But direct mail continues to thrive for a reason. We discuss the top three advantages of direct mail marketing in contrast to email marketing.
Too Much Email for One Inbox
Consumers today are literally on email overload. A peek into anyone’s inbox will prove as much. It’s not unusual at all for someone to receive dozens of emails throughout the course of one day. And if you count promotions and social messaging, that number could tip into the hundreds.
That’s a lot of competition to deal with. And even when someone has taken the time to sign up for your email newsletter, open rates (the measure for how many people have viewed or opened your piece) are still a tough sell. With that being the case, there is less competition now in direct mail channels. That gives your piece a better chance of standing out. It also provides the opportunity to drive those who have engaged directly to your web site for further activity.
Maybe one of the very best features of direct mail is that it allows marketers unlimited creativity. Not only are they able to utilize different colors, shapes, textures, or materials, but they are also capable of getting consumers to use any (or all) of their five senses.
Touch alone is already an advantage. Being able to feel and hold on to a carefully designed piece of work increases interaction levels with the consumer. Email is, of course, restricted to clever subject lines and digital images, which can also be effective but don’t compare to the creative freedom of direct mail marketing.
The biggest criticism of the digital revolution has been security. Identity theft, credit card theft, personal information theft, and plain old spam have been thorns in the sides of online users for years now. That kind of attention has reared its head more than usual lately and reminded users that using the web does come with consequences.
Email has played a big role in this mistrust. It is the source of many viruses, hackers constantly attack email accounts, and businesses have often abused the privilege of emailing customers. This mistrust has left the door wide open for direct mail opportunities. Trust is actually one of direct mail’s selling points because people are much more confident that their privacy is and can be protected.
Macromark can attest to the success of direct mail. We’ve been in the business for over 20 years and understand what it takes to lead or initiate successful campaigns. For more information about the direct mail services we can provide for your business, contact us today.
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