The decline of direct mail services all across the United States does not seem to have dampened marketers’ hopes for the advertising media. On the contrary, direct mail has a good chance of surviving the digital marketing hype that most companies are implementing at the moment.
Scott Warren, a leading industry figure, is confident in his words when he says that “direct mail is the way to go.” And he is not the only one. If the statistics are anything to go by, direct mail services and printing services will be around for a long time to come. These statistics imply that direct mail offers marketers benefits that make it a viable marketing channel despite the popularity of social media marketing and other digital promotion methods.
A survey once conducted by True Impact showed that direct mail services are more impactful in getting messages to consumers. The group found that in a group of consumers who received company promotions via mail and digital means, the ones who received a piece of direct mail remembered more about the advertisement than ones who got intangible ads. While the average percentage for recall for digital ads was 44%, that of mailed ads stood at almost 75%.
As Warren remarked, companies have a future in direct mail marketing due to another benefit these services hold. According to industry data, the rate of conversion for physically mailed ads is higher than that of digital promotional methods, with physical promotional tools having a 5.1% response rate ahead of digital marketing at 2% as of 2017. This higher conversion is attributable to the personal nature of direct mail services.
Before a company mails a piece of information to an individual or household, it takes several factors into consideration. After looking at the economic and demographic spheres of their potential consumers, these firms come up with their ads. They send out the mail to their local area with personalized notes with the prospect’s name. This personalized ‘one-on-one’ message “increases response rates up to 50% or more” according to data compiled by Compu-Mail in 2017. As such, using pamphlets and newsletters to send out promotional messages becomes more effective for an enterprise.
Higher memorability and conversion rates are not the only factors that guarantee the place of digital marketing in the future. On the contrary, more companies use digital marketing as well as direct mail advertising because the latter gives higher returns on investment. In 2017, a company that spent an average of $167 on direct mail services sold, on average, products and services worth $2,095.
With these benefits, using mailing services remains a valid tool of promotion for many companies.
About Manhattan Digital Direct
Manhattan Digital Direct is a leading marketing company based in Manhattan, New York. The company has years of experience dealing with direct mail, digital and offset printing, packaging and fulfillment, graphic design, promotional products among other services. More information about the company can be found at their website https://manhattandd.com/.