In 2017, direct mail and print remain both relevant and necessary avenues of marketing. Digital advertising efforts are proving to be much less effective without the aid of print advertising supplements. Modern Direct Mail goes beyond the mass mailers of yesterday and is now utilized by businesses to reach their target markets. Direct Mail offers many benefits for both the business and the consumer.
We naturally gravitate to print.
Print materials and mail itself are a routine ingrained within many of us. Retrieving the mail is part of our daily lives, in spite of the technological age we live in. Simply put, print feels comfortable to us.
We pay better attention to print.
Consumers are highly likely to, at the very least, glance at each piece of mail they receive. Many times a mailer will be posted on the refrigerator or placed in a purse. Every time that direct mail is seen, they are further developing recognition for your brand. Emails will often go unread and banner ads may blend into the rest of the mass of ads. Print mail will at least be considered briefly. The most effective campaigns make a concentrated effort utilizing both digital and physical formats while keeping the message cohesive. Through the use of this practice, any business will almost certainly maintain higher response rates.
Print requires less cognitive effort.
Comprehending a message through print takes less mental strain. Therefore, consumers are typically able to retain information better from printed materials than through most digital mediums.
Direct mail takes the pressure off the customer.
Consumers are less likely to experience buyer’s guilt when exposed to direct mail. A physical format helps prevent consumers from making hasty purchasing decisions. With digital marketing, customers are faced with an immediate choice, buy or don’t buy. Moreover, through e-commerce, a buying decision can be made almost instantly. Direct mail allows people to more thoroughly process the information before making any decisions.
There’s less immediate competition.
Online, consumers are bombarded with advertisements, often simultaneously. Exposure to multiple ads at once can cause an overload of information. The rapid processing of information through online ads can, ultimately, be detrimental to your message. Digital marketing is critical, but it’s important to reinforce it through direct mail and other print marketing efforts.
You can get creative.
Die-cutting is a fun, creative option for direct mail. Create pop-ups and folding pieces to help engage your audience. Dimensional mailers have been shown to produce an even higher return on investment. These mailers tend to resonate more with consumers due to the production values creating a notion of high quality within the consumer. Such forms of direct mail are less likely to be discarded and more likely to be shared due to the quality physical format. EBC will work with you to design eye-catching and effective direct mail.
EBC offers a number of mailing services at our facility. Variable data and image printing are great options for sending out your direct mail pieces. You’ll love the convenience of having your direct mailers printed and sent from one location. It saves you time, which, as we all know, is incredibly important. Learn more about our mailing services HERE. http://ebcprinting.com/mail.html
It’s time to kick-start your business – contact us to start planning your direct mail campaign today! Our knowledgeable, courteous staff are ready to assist you.
Check out these surprising statistics!
74% always or sometimes notice advertising in direct mail
51% prefer companies to use a combination of mail and email when communicating with them
70% are curious to find out what’s in their mailbox