Skip to main content

Myth or Legend: Understanding the Power of Direct Mail

 In a world where everyone is glued to the screens of their smartphones and tablets all day long, it can be easy to underestimate the power of something like direct mail marketing.

It would also be a mistake!

Direct mail isn't just as effective as ever; it's arguably more popular, despite what certain myths would have you believe.

People Pay Attention to Direct Mail

One idea that has cropped up about direct mail over the years is that it is easily ignorable. Thankfully, this is false.

According to one recent study, about 42.2% of the people who receive direct mail regularly say that they read it entirely or at least scan it to get the gist. 

Now, think about that in the context of an email. Emails can wind up in a "spam" folder or be ignored entirely. If you catch someone at the wrong time of day, they may even hit "delete" and never think of it again without even considering what the message may have contained.

People Prefer Direct Mail

Another common misconception about direct mail is that it is somehow "less desirable" than email.

Some are operating under the incorrect assumption that just because digital technology is available, we want to use it 100% of the time. You'd be hard-pressed to find anyone who would tell you this is the case.

But those supposed "downsides" work to direct mail's advantage. In 2021, the Direct Marketing Association conducted a study revealing that 73% of consumers prefer direct mail for brand communication. That's because it's tangible - they can hold it, feel it, and it's far easier to engage with than something like a digital ad. 

Shattering the Myths of Direct Mail Marketing

Especially given the fast-paced digital world we're now living in, two of the biggest myths surrounding direct mail over the years have to do with the idea that it is somehow A) labor-intensive and B) cannot be reliably measured the same way something like an email could be.

Again: both of these things are myths, plain and simple!

With the right partner by your side, direct mail isn't labor-intensive at all. The same types of automation tools that can send emails can also be used in the print realm. You're just getting all the added benefits of print that you don't get from its digital counterpart, like that it is unique, tangible, and much harder to ignore than something that can be permanently deleted in seconds.

Direct mail can also be tested and measured to prove how effectively your tactics work. You can still find metrics like your response rate and platforms that integrate print and digital campaigns, allowing you to enjoy the best of both worlds regarding insight. All of this is highly actionable information that you can use to improve the performance of your campaigns further moving forward. 

If you're interested in discovering more about how direct mail marketing is more powerful and effective than ever, or if you want to improve your printing and marketing efforts but aren't sure where to begin, please don't delay - contact us today.



Labels:

Comments

Post a Comment

Popular posts from this blog

What Would Happen If You Put the Right Banner in the Right Place?

  Not every marketing tactic has to be big or complicated. Sometimes, it just needs to be seen. Here’s a look at how different types of local retailers might use banners this season, and what could happen if they placed the right one in the right place. Imagine This: A Pet Supply Store Near a Dog Park Business slows after the summer rush. The pet shop is tucked just off the main road, and most traffic goes right past the plaza without ever noticing it. The owner puts up a banner near the entrance to the nearby dog park. It reads: "Local Treats, Leashes & Toys – 2 Blocks Away →" It’s printed with a paw-print border and hung between two fence posts where pet parents can’t miss it as they head in or out. In just a few days, new customers start mentioning the banner. Some come in just to browse, while others sign up for the store’s loyalty program. It's not a huge campaign, but it works because it’s right where the audience is. Imagine This: A Boutique That’s Host...
Post a Comment
Read more

From Thank You to Sale: Using Print to Build Customer Loyalty

  Winning a customer is hard work. Keeping that customer is where real growth happens. Research shows it can cost up to five times more to acquire a new customer than to retain an existing one ( Harvard Business Review ). Yet too often, businesses focus on chasing the next lead while overlooking the ones they already have. Here’s the truth: a thank-you is more than courtesy. With the right strategy, it becomes the foundation of customer retention, keeping people engaged, loyal, and coming back again and again. Customer Retention Starts With Print Recognition Every customer wants to feel noticed. If they only hear from you when you’re selling, they’ll drift. Print gives you a chance to show recognition in a way that feels tangible. Imagine sending a card a week after a purchase: “We loved serving you! Here’s a reminder of what’s coming up next.” That single piece of mail not only thanks them, it tells them they matter. Loyalty Grows With Consistency One thank-you isn’t enou...
Post a Comment
Read more

Beyond the Party: 5 Smart Print Projects That Shine This Holiday Season

  The calendar’s full, the deadlines are tight, and everyone’s trying to make a good final impression before the year wraps up. If you didn’t plan your marketing early this year, that doesn’t mean it’s too late to make your brand shine. Even a few small print pieces can help you stay visible, thoughtful, and connected during the busiest time of year. Here are five smart print ideas that work beautifully now and are worth bookmarking for next year’s plan. 1. Printed Thank-You Cards There’s something about a printed thank-you that never goes out of style.  Amidst this season full of mass emails and automated messages, a card with a short, handwritten note feels surprisingly personal. Use them to thank clients, donors, volunteers, or vendors. Keep the message simple: a warm “we appreciate you” and a reminder that you value the relationship. If you’re too busy to handwrite each one, try a hybrid approach: print a short, heartfelt message inside and add a quick signature. It...
Post a Comment
Read more