Beginning in the 1800’s, direct mail has always been an effective and more personalised way to engage with your customers. With digital marketing becoming increasingly popular, is direct mail still relevant?
The answer is YES, direct mail is still relevant. A survey by Marketreach (https://www.marketreach.co.uk) on direct mail found that 70% of consumers say that receiving mail makes them feel more valued, and according to a survey by Jet Mail (https://www.jet-mail.com/blog/does-direct-mail-marketing-still-work-in-2021), up to 90% of direct mail gets opened, compared to only 20% of emails, mainly due to modern direct mail strategies like personalisation and hyper-targeting.
Consumer mail has often been described as a more believable source of marketing, leading to higher engagement with brands.
Digital marketing is often seen as the more efficient way to connect with your customers as it is often quick to send an email or interact on social media, but studies suggest it is not as efficient as a physical mailing campaign. With the marketing online very crowded standing out from the crowd can be more difficult. Mashable (link name: https://mashable.com/archive/boomerang-email-infographic#RSBRfArGcqqa) found that on average, consumers delete 48% of the emails that they receive every day in just five minutes, with HubSpot (link name: https://www.hubspot.com/marketing-statistics) showing that 78% of consumers unsubscribe from emails from a brand when they receive too many.
So if you want to stand out from the rest and engage with your customers, you will be better off sending a piece of direct mail.