With continued innovation in digital marketing and technology, many marketers don’t bother with direct mail… but they should. With companies focusing their attention on digital and online advertising and marketing tactics, there’s been a decrease in direct mail and printed advertisements across the marketing and advertising industry.

Print and digital marketing should work hand in hand to give you the best results. One can’t substitute for the other. Here’s why direct mail outweighs a singularly digital marketing approach:

1. Direct mail drives your online efforts

Can you count the number of online or digital ads you see every day? We’re bombarded with on-screen images and text all day long, but how many of those ads actually caught your eye and motivated you to click a link or buy a product? Studies show that Internet ad recipients typically only click on ads if there is some existing relationship with the product or brand, or if there’s pre-existing brand recognition. Having some other way of reaching your targets besides digital ads (however targeted they may be) will increase the effectiveness of your online ads. We suggest making a mailer one of your points of contact

2. Direct mail makes a lasting impact

When you receive advertising or marketing mail, you might skim through it quickly and throw away the unwanted pieces, but you’re a lot less likely to throw away a colorful, well-designed piece of mail. We admit that not all direct mail is effective, but done well, direct mail can have a major and lasting impact on prospects and targets. At Alexander’s, our print consultants will tell clients to make their piece the most obnoxious thing in the mailbox. Try something big, oddly shaped, brightly colored, and always, well designed.

3. Direct mail converts

The most recent statistics from Chief Marketing Officer Council indicate that 79% of consumers will act on direct mail immediately, compared to only 45% who say they deal with email straightaway.
If you’re not using direct mail marketing, we encourage you to work it into your marketing mix. If you’re direct mail isn’t producing the results you want, we invite you to contact us. We would love to help you strategize and produce your next direct mail piece.