Direct Mail in 2017
In a world that is increasing digitally every day, it is a common misconception that more direct, physical ways of marketing are now redundant. This is not the case. In fact, 92% of young shoppers say they prefer direct mail for making purchasing decisions. However, Email may still be a path for you to take as well. Read on to see why you should use direct mail in 2017.
There are many reasons you should use direct mail, and these will remain important reasons over the coming years no matter what happens in the technological world.
Emails are more commonplace than ever, however, with so many emails and junk coming through your inbox, your message may be hard to see in comparison to the average of 1-5 letters that are received per day. In light of this, studies have shown 77% of people who sort through their physical mail as soon as it is received, and 98% of people who check their physical mail daily. You can, however, merge email campaigns with direct mail to maximize results.
56% of customers find print marketing to be the most trustworthy type of marketing. However, this is not always the case with email. Whether this is because worry of hacking or spam, emails can come across as ‘dodgy’. Direct mail helps people feel more secure. This is why a good majority of our email campaigns are follow ups to a direct mail piece.
Direct mail is still a highly effective marketing strategy
There still is, and always will be, something about holding on to a physical item, whether it is a letter, a book, or something else entirely. This is alongside the fact that 92% of people find it easier to concentrate when reading a hard copy.
The stats provided above have been similar for many years, so what makes direct mail particularly exciting in 2017? Looking at some of the statistics of direct mail from 2016, it is clear to see just how much of an impact this medium can have with a consumer.
In 2016, 33.3% of people said that they were more likely to read direct mail over physical mail that has a sales or promotional offer attached. This is compared to the lower 22.9% of people who did the same with an email.
Direct mail can also be combined with exciting new technologies to enhance a user’s experience, such as using augmented reality to allow their direct mail to come to life. This will help to bridge that gap between physical and technological.
With this said, direct mail statistics are still slowly creeping up. Watch this space!
While Email Marketing can be successful, why not try going direct? Or merge the two?
Have more questions that you want to ask about direct mail? Take a look at our FAQs page or call us on 0800 699 0501
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