Direct mail is often referred to as ‘traditional marketing’, but this gives the impression that it is stuck in the past and gathering dust in the attic of marketing history.

But this is far from the case. In fact, direct mail has made something of a comeback and is being considered by more and more businesses when it comes to their 2022 marketing strategy.

But why are marketers turning to this olde worlde form of marketing when everyone is obsessed with digital platforms?

Let’s take a look at some of the facts.

  • 71% of those aged 15-35 are more likely to trust the marketing communications they receive as direct mail (Royal Mail MarketReach 2013)
  • 21% of those aged 15-35 say they are more likely to switch supplier based on the mail they receive (Royal Mail MarketReach 2013)
  • 51% of people feel more valued when receiving direct mailings (Royal Mail MarketReach 2013)
  • 42% of people have searched for a brand online after receiving a piece of direct mail (Warc and Royal Mail MarketReach 2021)
  • 96% of people engaged with direct mail in Q2 2020 (JICMAIL)
  • 87% were persuaded to make online purchases after receiving direct mail (Data & Marketing Association)

These stats may surprise you, so let’s go a little deeper into why direct mail has such an impact on audiences.

We want experiences beyond our screens

We’re all spending more and more time staring at our screens, but we’re beginning to long for experiences that don’t involve them. This seems to be particularly the case after long and repetitive lockdowns, during which we became heavily dependent on our devices.

 

Direct mail offers something different by reaching out to you in a more personal and physical way. It cuts through the digital ‘noise’ and doesn’t get lost among hundreds of other marketing emails.

Indeed, it is interesting to note that Gen Z in particular don’t view direct mail as ‘junk’ – a term that they are more likely to associate with emails.

Direct mail has a presence and value

 

Direct mail is a physical entity – it literally sits on your doormat and has to be touched, even if the homeowner is planning to transport it to the recycling bin. This action gives businesses an opportunity to use their creativity, imagery and great content to catch the receiver’s eye and engage with their mail. In other words, it puts your brand in your key audience’s face.

By having a physical shape, recipients are also more likely to place value in the content as your business has invested money to produce it. Fancy textures, foiling, thicker stock and a personal message can enhance this impression even further – an excellent idea if you are reaching out to high-net-worth individuals. 

 

It creates a more emotional connection

Emails are temporary and cheap to produce and send. Direct mail, on the other hand, has some longevity and care involved with it, which helps you to foster more of an emotional connection.

This emotional connection allows direct mail to nurture a very different kind of relationship between business and customers, particularly if you capitalise on forms of mail that are inherently personal. For instance, cards in the post tend to be sent by our loved ones and friends. By sending a greetings card with a personal message or handwritten note, businesses can simulate these close, personal relationships. 

It invites more creativity

With digital forms of communication you are very limited in terms of the size of what you can send and how it can be displayed to your audience.

 

 

With direct mail, your own creativity (and budget!) is your limit. You could send out letters, postcards, menus or even 3D creations. This is another reason why direct mail is seen as being more memorable and meaningful – indeed, 42% of 15-35-year-olds in the 2013 Royal Mail MarketReach research said that they were more likely to remember physical printed materials.

Hitting upon the right idea can really reap rewards. For instance, in 2008 Royal Mail sent out personalised letters made out of solid chocolate in a direct mail campaign. It resulted in incremental revenue of £5.6 million with a Return On Investment (ROI) of 29.1.

It can reach a different demographic

It can be difficult to imagine in this day and age, but there are still many people who do not necessarily have regular access to the internet. This was strongly highlighted during the national lockdowns, when the older generation and those living rurally were largely cut off from the rest of the country.

Some business owners and workers may not be very connected during the day too, which means that digital campaigns may be missed. For example, some people may be hard at work on construction sites, in workshops or in facilities where mobile phones must be locked away. 

Direct mail: time to give it a try?

So, could 2022 be the year you give direct mail a go? If you do decide to go ahead, make sure you have the best contact information you can get – out of date or misspelled addresses will not be helpful! 

Also make sure that you decide how you will measure the success of your direct mail by using trackable phone numbers and voucher codes, for instance. 

If you’d like some more guidance on your direct mail campaign, or have any other content marketing questions, you can also get in touch with us at Method Marketing.

Happy mailing!