Even in the 21st century, people still send and receive mail via the U.S. Post Office. Birthday cards and letters may have been replaced with emails and Facebook messages, but the mail is still used everyday for correspondence, gifts, and advertising.
As businesses continue to invest in digital messaging and advertising, it’s important to remember that physical mail is still being delivered, received, and read. In 2012, direct mail had a 43% share of local retail advertising.
The reason why the share is so high, is because direct mail works. A recent study found that for every $167 spent per person on direct mail, a company can expect to sell $2,095 in products and services. That’s a 1,300% return on investment.
Even with the millions of dollars being spent on social, digital and mobile advertising, direct mail can still offer a business a significant boost in brand engagement and sales. 70% of Americans say mail is more personal than the internet. Also, 40% of consumers try new businesses after receiving direct mail.
I was really surprised to see that direct mail had a strong impact on young consumers. I thought older shoppers would be more engaged, however, consumers who are twenty-four years old and younger are very engaged with receiving mail. 92% of young shoppers prefer direct mail because they feel engaged by its personalization.
It’s interesting to note that almost all of the statistics mentioned above make reference to mail recipients feel connected with the local business through direct mail. That’s the goal with all advertising, to connect with the consumer. Having customers feel that you are a trusted source that they can turn to. To have your community choose your business instead of a competitor.
Another great reason to use direct mail is because of its versatility for businesses. It can be used by real estate agents, car dealerships, politicians and businesses. The mail can share special messages, future discounts and coupons, calls-to-action, and more.
Don’t invest all of your budget into direct mail, but instead find the balance between mail, print and digital media that will offer you the best way to engage with consumers. The strength of your message and branding will only grow by engaging with customers across all types of media, instead of focusing in on one.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.