Advantages of Direct Mail


Here is a set of all the major benefits of direct mail surrey marketing and postcard marketing today.

1. Brand Retention
Direct Mail is mostly of the marketing channels which engage all the senses, as possible touch and feel it. As a result of this direct mail is over 5x more likely to be remembered in comparison to digital channels.

Research strongly shows that consumers trust brands from direct mail a lot more than digital ads.

2. Response Rates vs Email
The common response rate of a primary mail campaign is between 2.7 – 4.4%. This dwarfs email response rates, so if you wish to maximise the responses from your contacts direct mail is little known opportunity compared to email which includes 0.12% response.

3. Household reach
The average piece of mail is kept in family members for 17 days. It is shared typically with members of family members 23% of that time period and can even be shared on social media when done right.

4. Open rates are through the roof
82% of mail is opened, and 47% of direct mail is read or scanned. Because the competition for attention in the letterbox happens to be so low, direct mail has incredibly high open and read rates weighed against most digital channels.

5. Insane Impact
Direct mail is a lot more visual and physical, providing you a lot more freedom for creativity. See this list of some of the most creative direct mail campaigns to observe how direct mail can instil emotion and impact in your audience.

6. Personalisation
Direct mail can be personalised which means that your promotion speaks right to the contact. For example if using postary to send postcard marketing campaigns you can simply include dynamic text to add first name, or other private information on the look and text of your card.

7. Highly Targeted
Because direct mail is direct, it can be highly geared to existing customers, leads possible customers. Although mailing lists can be bought and sold, using direct mail for on-boarding, re-targeting, and building loyalty are extremely effective.

8. GDPR friendly
Unlike email you don’t need explicit consent to send direct mail to your visitors. You could rely on legitimate interest. To find out more upon this see this post about how to send direct mail in a GDPR compliment way without requiring explicit consent.

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