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4 Reasons to Add Direct Mail to Your Marketing Plan

by Katie George
January 17, 2017

Why should Direct Mail be part of your marketing plan?

The lives of most Americans revolve around a digital world. Everything from our conversations, to our emails and calendars are most likely being delivered through digital channels. But even with the overwhelming presence of technology, print materials are as relevant as ever. Print marketing is on the rise, and more companies than ever are realizing the value in print.  Here are four reasons why:

  1. Print is noticed and appreciated.
    • The United States Postal Service found that 98% of consumers bring in their mail the day it is delivered, with 77% sorting it immediately.
    • Roughly 80% of all physical mail is opened, while the open rate of emails is only about 20%.
  2. Print is considered trustworthy.
    • According to a recent survey, 56% respondents say they found printed material to be the ‘most trustworthy’ of media channels.
    • The same survey found that nearly half of the respondents said they’ve retained a direct mail piece for future reference, and 17% regularly do so.
  3. Print delivers leads!
    • A survey found that 79% of consumers act on a direct mail piece immediately.
    • Print delivers a higher response rate than email. The average response rate for emails is 0.12%, whereas the average response rate for direct mail is 4.4%.
    • Approximately 11% of marketing emails are opened, but the open rate is 91% for prospecting direct mail.
  4. Print partners with technology.
    • Printing Industries of America found that 67% of online searches are driven by offline messages, with 39% of shoppers making a purchase.

So, if Direct Mail works, why isn’t everyone using it?

Here are some objections we’ve heard and a few counter points to consider:

“Print costs more.”

  • Print may cost more than sending an email, but with tremendously better response rates, we believe it’s worth it. Direct Mail can create leads, and those leads may equate to enough sales to pay for your mailing with just one new client order.

“Direct mail response rates are hard to track.”

  • Not really. This is where print partnered with technology really works. Gone are the days when you send a mailing and have no idea what happens after that. Technology creates opportunities to create numerous actionable, trackable response functions. Landing pages, surveys, coupons, PURLs, and GURLs can allow you to track your mailings with more efficiency than ever before.

Still not sure Direct Mail is right for you?

Consider doing a test run. Take Direct Mail out for a spin and see what it can do for your marketing goals! Contact us for more information. We’d love to help!

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