One of the most important things to understand about your larger marketing efforts is that there is no one “right way” to reach every member of your audience. Yes, it’s true that more adults own a smartphone than ever and most people are connected to their digital lives constantly throughout the day. Yet despite this, a direct mail campaign can still be shockingly effective – particularly with certain groups that you might not expect.
The Benefits of a Direct Mail Campaign
Direct mail isn’t just the leader in response rates for nearly every industry that you can think of – the competition isn’t even close. According to an article published in Forbes, direct mail’s response rates can be anywhere from 10 to 30 times higher than that of even the most popular digital channels. Let that sink in for just a moment.
Part of this has to do with the fact that 56% of consumers still think that print marketing is the most trustworthy of all marketing channels. More than that, 69% of consumers between the ages of 18 and 24-years-old say that they actually prefer to interact with a brand in print as opposed to reading a marketing message off a screen. People interact with digital devices so much that alternatives become even more refreshing than they already are.
So not only does direct mail allow you to tap into the full power of a wider audience than other opportunities, it lets you go directly after a decidedly younger audience as well. From that perspective, direct mail campaigns truly are the textbook definition of a “win-win” scenario.
Looking Forward to Your Campaigns
But perhaps the most interesting statistic of all when it comes to running a direct mail campaign is this one: according to another recent study, the actual use of direct mail for marketing purposes is expected to decline about 19% as we head into 2018. Despite direct mail’s inarguable success, many brands are still abandoning it as a technique – or at least pulling back.
This truly means that the time has never been better to double down on a direct mail campaign of your own, as you’ll be filling a very real void left out there by members of your distinguished competition. The time is truly right to partner with the right direct mail postcard companies, design those perfect direct mail postcards and other materials and get your message out to a whole new audience.
