Making an impact with printed direct mail in the digital age
Are your emails reaching your customers? Or are they lost in the sea of promotional offers, spam and unread newsletters? As small business owners, we need to ask ourselves: is our message really getting through?
It’s time to think outside the inbox. Traditional printed direct mail offers a solution that is personal, tactile and memorable. Let’s delve into why it could be a game-changer for your business in this digital world.
Cut through the clutter
Every day, hundreds of billions of emails are sent and received. It’s all too easy for your message to be drowned out. By contrast, printed direct mail offers a refreshing change of pace. Physical mail is far less common nowadays. This means it can be hugely impactful and ensure your message stands out, as opposed to being lost in a sea of spam.
Engage the senses
Unlike emails, direct mail can be extraordinarily tactile. It allows your audience to physically interact with your message and hold it in their hands, leading to deeper engagement and connection than an email ever could. A 2009 study by Millward Brown found that physical materials leave a significantly deeper footprint in the brain than virtual ones.
Personalise your message
Nothing says ‘you matter’ more than receiving a personalised letter. A handwritten signature for example isn’t just ink on paper – it’s a symbol of your effort and appreciation. It’s a small detail that can make a big difference in building and sustaining relationships with your audience. Customers appreciate the extra effort, and it shows that you value them and their business.
Create a memorable brand experience
In 2019, we developed a direct marketing campaign for Australian Underwater Products where we sent a printed direct mail pack to their retailers inviting them to the launch of the Enth Degree brand. The printed invitation was enclosed inside the same re-usable packaging as used in their new range of water sports apparel. Not only did this effectively demonstrate their commitment to reduce packaging waste, but this highly creative approach generated real cut through and a high conversion rate for attending the national launch.
How could you be using printed mail?
Is it time to reconsider your marketing strategy? Printed direct mail might seem old-fashioned, but it’s far from irrelevant. Today more than ever, it provides a unique, personal touch that can be more effective than emails in reaching your audience, generating leads and retaining customers.
Don’t just take our word for it – the numbers speak for themselves. A 2018 study by the Data & Marketing Association found the response rate for direct mail was up to nine times higher than that of email!
While emails certainly have their place in your marketing toolbox, don’t underestimate the power of traditional direct mail. It could be the key to connecting with your customers on a deeper, more personal level.
It really is time to think outside the inbox!
References:
Radicati, S., & Hoang, Q. (2020). Email Statistics Report, 2020-2024.
Data & Marketing Association (2018). Response Rate Report. ANA.
Millward Brown (2009). Using Neuroscience to Understand the Role of Direct Mail. Neuroscience Ltd.
