It wasn’t so long ago that many digital marketers were proclaiming the death of traditional advertising strategies like direct mail. But for those in the know, there was never any real doubt that direct marketing still had – and still does have – an important part to play in any industry, including exclusively digital businesses.
There are two key reasons why this is the case: quality and saturation of digital advertising. It doesn’t matter whether it’s a video on Facebook or a banner ad on someone’s website, the reality is that many consumers are completely immune to this type of advertising.
There are far too many low-quality online ads out there for it to be a useful tactic in many cases. So, if you are a digital business and are ignoring the power of direct mail, you could be missing out. Here are some of the reasons why you should embrace this time honored advertising tradition.
Sending out and tracking direct mail is a scientific process and any responses you get from your campaigns are guaranteed to be real. Compare this to online marketing, where you can never be 100 percent sure that the viewer has even seen the ad properly, if they are actually a bot not a human, or have clicked on the ad by mistake. Ad fraud is a serious issue that is currently causing a lot of consternation in the advertising world, whereas direct mail is a more accurate, trackable, genuine tactic to try.
Get a designer, hire a copywriter, and find some custom printing services to create a fantastic leaflet or brochure, and you can get access to any home you wish. As long as you acquire those addresses legally, you are free to send as many ads as you like (without overdoing it, of course.) In comparison, digital mail is easy to escape from – all a consumer has to do is opt out from receiving your offers, and they are gone, for ever.
The ‘hang around’ effect
Once a person leaves a website, your digital ad is done. But direct mail sticks around and has more opportunities to get eyes on the page. Sure, you get the odd highly organized household who swiftly places every leaflet they get in the post straight into the trash. But there is still the chance that they will glance at those leaflets while traveling with them. And as long as you have an intriguing headline and eye-catching design, you will find that far more people read a pamphlet through the door than they do a banner ad.
Consumers are hard-wired for print
Staring at screens all the time is hard on the eyes, whereas people tend to be hard-wired to read actual print. A Canadian study found that direct mail requires a fifth less effort than reading ads from a screen, meaning it is likely to be easier to read for more people and also more memorable. According to the research, 75% of direct mail offers are remembered, compared to 44% of digital alternatives.
To conclude, your digital business could be missing out if you are avoiding direct mail. Yes, there is no denying that having an online marketing strategy is vital – but you should also be supporting it with traditional methods, too.