In this day and age when digital marketing is in its prime, direct mail can seem like an antique strategy. The cost of a direct mail campaign is about twice that of an email marketing campaign. So is it really worth it? We’ll let you decide.
Direct Mail Simplified
Any tangible correspondence sent to clients in the goal of enticing them to support your business is known as direct mail marketing. All your direct mailers require is something to identify you or your company, a call-to-action, and a mechanism for your customers to get in touch with you.
Are Direct mail campaigns worth the extra cost?
Here are some of the benefits to using direct mail that you probably didn’t know about.
Up to 90% of direct mail gets opened compared to 20%-30% of emails
Direct mail is a marketing approach that deserves your attention, based on open rates. Consumers can easily dismiss promotional mail delivered online because they send and receive hundreds of emails each day. Postal mail, on the other hand, is far less easy to be ignored and opened nine times out of ten.
Only 44% of people can recall a brand immediately after seeing a digital ad compared to 75% of people who receive direct mail
Consumers are also more receptive to direct mail. After receiving direct mail, the majority of consumers are able to recall a brand. However, only 44% of people can do the same after seeing a digital ad.
Direct mail requires 21% less cognitive effort to process than email
Still weighing whether or not direct mail campaigns are worth their weight in gold? It’s far easier for consumers to understand than email, which contributes to direct mail’s longer-lasting brand memory. It’s easier to process than email because there’s no extra content.
When reading an email advertisement, individuals are frequently distracted by other open tabs or pop-up advertising. When they read direct mail, on the other hand, they can concentrate completely on that task.
Email’s cost per cost-per-acquisition is $22.52, significantly less than direct mail cost-per-acquisition, which amounts to $43.90.
Let’s lay it out there. Direct mail campaigns cost a pretty penny when compared to email marketing In fact, in terms of cost-per-acquisition, email outperforms direct mail. Getting a new client by direct mail is about twice as expensive as getting one via email.
57% of email addresses are abandoned because the users receive too many marketing emails.
It can be difficult to communicate with consumers via email. When they receive an excessive number of unsolicited emails, they simply delete the address and create a new one. This generates a significant number of dead leads for marketers. Direct mailing lists are more dependable.
When asked, “Which is more effective at getting you to take action?” 30% of millennials said direct mail, while 24% said email.
Millennials claim that postal mail makes them want to take action, more often than email. Around 30% of millennials consider postal mail effective in getting them to visit a website, go to a store, or make a purchase. Only 24% said the same of email.
90% of millennials believe that direct mail marketing is more reliable than email and 24% are likely to share it with other people.
Majority of millenials prefer to receive advertisements via mail. Though email marketing is more convenient, direct mail marketing remains more effective at making an impact with your ideal audience.
The response rate for direct mail is up to nine times higher than that of email.
When response rates of email and direct mail are compared, direct mail wins by a long shot. With an average direct mail response rate between 5%- 9% whereas email receives 1% response.
Direct Mail campaigns are still superior. If you thought that digital marketing was the only way to go in this day and age we’re sure your stance has changed.
Hudson Printing is one of the largest mailers in Utah, and for decades we have helped several clients, globally, streamline and integrate their print and mailing programs. Whether your company is focused on acquisition, conversion, loyalty or engagement, Hudson Printing can help you with effective solutions that leverage the power of direct mail.
