Instead of getting lost in the digital inbox, savvy businesses are being discovered in the mailbox. Initially, direct mail may be dismissed due to misconceptions about the channel. However, direct mail marketing gives businesses the opportunity to reach millions of individuals on a more personal level than digital communications can provide. In case you haven’t heard, direct mail is far from being behind the times– it might just be the key to your success. Check out our top 5 direct mail myths debunked.
Myth 1: Millennials and Gen Z Don’t Pay Attention To Direct Mail
As the times change, so do buying behaviours. Millennials and Gen Z are ageing into value-driven shoppers. They account for up to 85% of customers that use paper coupons, and up to 86% of customers that use coupons when planning a shopping list.
In fact, 92% of readers ages 18-23 find direct mail easy to comprehend. 1/3 of millennials also have an active mail subscription service, proving that they’re looking forward to mail. This generation may seem addicted to the Internet, but the numbers show millennials have digital fatigue.
Myth 2: Digital Marketing Is More Eye-catching
We live in a digitally cluttered world with more than 2.7 million emails sent every second. With hundreds of companies competing for your customers’ attention, standing out requires a strategic approach. Research shows consumers spend 25% more when direct mail is used alongside digital marketing.
While digital marketing has incredible odds at capturing your consumers’ attention, the physical aspect of print grabs it for much longer- especially when paired with creative graphics and desirable deals.
Myth 3: Direct Mail Can’t Be Tracked
Partnering with technology, direct mail is evolving with the shift of time. With the use of QR codes, call tracking, and demographic targeting; Direct mail can target your audience within any area and track how they are interacting with your advertising in real-time. We believe that measurement is the key to not only proving the value of your direct mail and digital campaigns but also optimizing how your marketing dollars are spent to achieve the greatest return on your investment.
Myth 4: Direct Mail Can’t Be Personalized
Finding the right target audience for a direct mail campaign is most of the battle. With the 1000’s of data points available we know we can tailor your direct mail piece to a specific audience. Target specific neighbourhoods, postal walks with homes that fit your target personas, or send addressed mail. You can send menus, postcards and brochures to select mailboxes in a neighbourhood. Each direct mail campaign’s message can be tailored to that specific audience and neighbourhood.
Myth 5: Direct Mail Is Not Worth The Expense
While Direct Mail is an investment, the ROI is one that will prove results every time! The performance of every direct mail campaign can be targeted and tracked to make sure you’re getting the best results. Direct mail can also help elevate other advertising by using an integrated approach with your digital marketing.
Our direct mail marketing solutions fit any budget and allow you to build your own custom campaign or share delivery costs by advertising in one of our Shared Direct Mail publications.
Direct Mail – The Missing Key to Your Marketing Campaign!
Although it can sometimes seem like our digital reality matters more than our physical one, that is not the case. Direct mail performance and engagement is climbing- print media feels more human and reliable, and that resonates with all consumers.
At Direct Response Media Group, we understand the importance of using direct mail for a Canadian business’s success. That’s how we’ve become Canada’s leading direct mail company. If you have more questions about starting your next direct mail marketing campaign, contact us today!
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