Because, if your target audience is finding the content difficult to understand, or if they feel confused or lost at any point in the content journey (or hile reading the collateral), your campaign is unlikely to meet success objectives. The success of any marketing campaign - whether it be direct mail marketing or an online campaign- is contingent on whether or not it resonates with your customers. One study found it takes 21% less cognitive effort to process, meaning your audience (or prospective customer) don't have to invest time or extra brainpower into your postcard, mailer or any other type of direct mail marketing campaign. One reason direct mail marketing is more effective is because it's easier to understand. Direct mail marketing is easy to understand So, what can direct mail marketing offer that online marketing can't?ĭirect mail marketing gives customers a tactile, interactive experience that they (perhaps unknowingly) crave and miss when they get a coupon emailed to them or when they are bombarded with an ad on social media.īut direct mail marketing doesn't stop there - it delivers three other noteworthy factors. It's almost as if those ads you've been seeing all over social media popped up in your mailbox, which is pretty cool, right? That's what direct mail marketing has the capacity to do. While you're certainly bound to receive bills, junk mail and find the occasional earwig in your mailbox, you can also count on uncovering letters from family members or collateral that's seemingly custom-fit for your needs. But that IRL-mailbox space is filled with bills, junk mail, earwigs and who-knows-what-else, right? Meanwhile, your email delivers discount codes for your favorite shops and other exciting tidbits of information. Your mailbox - you know, the metal one with your address on it - has a bad reputation. Related: Building a local brand-5 essential things to know What is direct mail? Direct mail is a form of direct marketing where promotional materials are sent to prospective customers in the mail. Think of direct mail marketing as you would letters, postcards and brochures landing right in the mailbox of your ideal customer.
Direct mailings Offline#
Not only is online video consumption reigning supreme over traditional TV viewership, but it seems the world has gone mad for - and forgot about - the value still held in offline marketing.ĭirect mail marketing happens to be an excellent example of offline marketing. That said, there's no doubting that online marketing has taken the world by storm. But that's what makes it all the more unique and effective. But like the in-person shopping experience, direct mail marketing is just different. And furthermore, direct mail marketing isn't dead. Here's the thing: the in-person experience isn't dead. Direct mail marketing: Does it still work?
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