The Impact of Direct Mail



The Impact of Direct Mail
The world is pushing toward a technology strong era. Everything is better online and today everybody has a smartphone or some way to check their social media or news across the world. Where does mail fit in this advancing world? Does it still hold worth in the eyes of customers? Let’s take a look at the impact that direct mail can have and why it’s not out of the race yet.
The Appeal of Direct Mail
Old fashioned is the new trend as it seems so rare nowadays to get direct mail. When customers receive an actual piece of mail they are more likely to read through its content rather than if it was online. It’s like the thought, everything old becomes new again, with the internet being flooded with advertisements and nonstop social media emails, direct mail provides a breath of fresh air.  
Personal Touch
Sending something directly to a customer’s home is pretty much the definition of personal. As with any personal touch, the chances of building a relationship becomes that much greater. Direct mail offers many chances to add a company’s personal flair. They can be presented to customers in a very genuine light. Reflecting what a company is can just as easily be done online but there is a certain feeling associated with receiving something in the mail. It shows that a company is more dedicated and willing to put in the time to reach out to their customers.

Expands the Audience
Most people over the age of 65 are not likely to check online emails and social media. Direct mail opens up the opportunity to expand any company’s audience. Even younger customers find it refreshing to receive something in the mail rather than being bombarded by online information. People don’t need a smartphone or computer to receive a postcard or letter.

Allows for More Creativity
Print allows for many exceptional creative possibilities. Tangible paper can be a lot more engaging than anything found online because it provides a 3D element to a customer’s experience rather than a 2D display on a computer screen. Different coatings can add a matte or glossy feel and metallic foils can add visual appeal. The ability to feel something in your hands is far more memorable than something seen on a screen.

Marketing Strategy
As covered in a previous blog, Combining Print and Social Media, a marketing strategy can benefit from using multiple channels. Sending direct mail with a QR code or social media icons is a great way to incorporate a company’s internet presence through print media.

Direct mail isn’t going anywhere anytime soon. It still holds its own in this tech savvy world and proves to be effective for companies. Though, it may seem old fashioned, direct mail can still be a vital part of marketing and digital strategies if utilized correctly. Direct mail still has a strong impact on customers and shouldn’t be so easily overlooked.

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