Direct mail, in this digital age, is a trusted form of advertising. Users are growing numb to the never-ending online ads that inundate our daily lives, not to mention Zoom meetings and reliance on email. It is estimated that by 2025, 36.2 million Americans will be working remotely, an exponential increase from the pre-pandemic 16.8 million. So why not give your audience something physical they can experience outside of the digital world?
That is not to say the digital world doesn’t hold great value. Combining an email campaign with direct mail, increases value and response, resulting in six times the returns an email campaign alone would get.
“Astute marketers should not be regarding direct email and direct mail as a choice — an either/or decision — but should be exploring how the two mediums are combined to provide the greatest incremental, complementary effect.” (source)
Combining digital and print efforts bring better results and ROI. Why is direct mailing effective? Online ads typically last a few seconds, while direct mail has an average lifespan of 17 days. Email and direct mailing have similar response rates, but a study showed direct mailing campaigns generate about five times larger purchases. That is some impressive ROI.
If you think the digital world has some creative options, you should explore how significantly print has evolved. There are only so many senses digital ads can invoke. And let’s be honest, who actually likes online ads with audio? Direct mailing allows for multiple sensory options: sight, touch, smell, hearing. Sending edible goodie bags as part of a direct mail campaign adds taste. Simple postcards can be embossed or foiled to boost the tangible value. Campaigns include postcards, brochures, catalogs, letters, and so much more.