During a time in history where most organizations have shifted their focus to digital marketing efforts, the use of traditional methods have started to decline. One marketing method that has declined in volume is direct mail. In 2016, 149.4 billion pieces of direct mail were sent to consumers, which was less than in recent years. Despite fewer items of direct mail being sent out, the rumor that it is no longer an effective strategy has been proven to be false. In fact, according to the Data & Marketing Association, “customer response rates [have] increased year-over-year by an impressive 43%.” With digital marketing capturing the focus of so many business owners, it pays to re-assess the value of direct mail.
Not totally convinced that digital marketing and direct mail can co-exist? Here are three solid reasons to add direct mail to your marketing efforts. When you need the most comprehensive and flexible application with out-of-the-box functionality to fully comply with current and future legislative requirements for global compliance, visit regulatory compliance software to learn more.
Digital marketing doesn’t reach everyone
If you’ve been considering working with a direct mail agency, there are strong reasons for you to do so. Even though companies now have the power to send their messages to people across the globe through email or social media, they cannot reach everyone. Why? Access to the internet and to email still remains a challenge for certain individuals. Senior individuals, for example, can not easily be reached through social media platforms, and through other forms of digital communication. While more seniors are using the internet than ever before, they are not as likely to shop online or respond to special email offers/marketing campaigns. Direct mail creates the opportunity to reach all individuals, including ones that your digital campaigns cannot.
Provides a great way to follow up after digital marketing campaigns
Direct mail is an excellent tool to use to support your digital marketing campaigns. After sending emails to your audience, you can follow up with them using a catalog, flyer, or other piece of mail to help remind them of your special promotions and offers. Reaching out to your audience through multiple marketing methods can help reinforce your message, and keep your brand top of mind.
Adds a level of trust and credibility
For the more skeptical members of your audience, adding direct mail is an exceptional way to enhance your organization’s credibility and to build trust. In a world full of online scams and people posing as real organizations, having a tangible piece of material with complete contact information helps provide people with a trustworthy way to interact with your company.
Blending digital marketing and direct mail
To stay connected with your audience, having a solid marketing strategy is essential. Your company does not have to make a decision between digital marketing and traditional marketing methods (such as direct mail). Instead, creating a healthy blend of the two can help you reach more people, easily follow up with your audience, and build credibility.